Let’s Talk - Bruce Jacobs
As you read this, it’s well into November, and you already have a pretty good idea of how the rest of your year will play out.
On the other hand, I’m writing this before the holiday season has begun. As I speak, it’s not even Halloween, and we’re smack in the middle of the World Series.
Now, I don’t believe in time warps; if I did, I’d encourage you to contact me so I could place some retroactive bets on the Series games for you. Anyway, I’d say you definitely have the advantage on me of having gone through an additional couple of weeks of C-business. However, what you and I know equally at this point is that the one thing you can predict about this business is its unpredictability.
Count on it: This business is always going to be full of as many twists as a barrel of pretzels. All sorts of news—much of it foreseeable, some of it very unexpected or even straight out of left field—is bound to influence the course of industry events, and the course of your decisions.
But based on what is known at this point, you and I can agree on certain safe assumptions. The biggest of them: Almost everything you are doing in merchandising right now is playing off flat-panel TV sales. And it seems reasonable to say that you are now experiencing an intensifying of your flat-panel sales, since manufacturers have all ramped up for their heaviest production runs ever, in anticipation of the heaviest flat-panel sales demand ever.
Building the correct strategy around this given assumption is where the real skill comes in. We can’t really tell you, in the deepest detail, how you should tailor your own unique approach to your particular market. We can and do present as many examples as possible in our magazine of other C-businesses and the solutions they have found for building their business strategies around the flat-panel phenomenon.