Informing the Right Federal Marketing “Air Cover” - (Archived)

With the federal contracting sector still reeling from the government shutdown and sequestration, corporate marketing departments of large companies are providing “air cover” for their federal marketing counterparts during a time of tight budgets.

[pullquote]As we all know, marketing to government customers is a very unique discipline that involves knowledge of the federal procurement process, the right messaging and budgetary cycles and the promotion of solutions that allow the government customer to “do more with less.”[/pullquote] As we all know, marketing to government customers is a very unique discipline that involves knowledge of the federal procurement process, the right messaging and budgetary cycles and the promotion of solutions that allow the government customer to “do more with less.”

Federal marketers can counter this challenge by implementing the right market research to ensure that they are both effectively targeting government decision-makers and that their messages fully resonate in the marketplace.  The big takeaway is that the right research can help ensure that federal marketing dollars are spent wisely and “air cover” provided by corporate marketing is put to the best effect.

As many large companies – that sell both in the commercial and government arenas – are finalizing 2014 marketing plans, now is the optimal time to build in the right research into your marketing budgets.

Read on for examples of the kinds of research that can help.

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