Reactive marketing is what happens when a business waits for the customer to come to them, or worse, until they have a “slow down” period where they realize marketing is necessary. It’s common in small to mid size businesses, because most aren’t able to justify marketing to their customers on a regular basis. It’s the bottom line that keeps most businesses from seeing the true potential of strategic “proactive” marketing.
So it’s important to always allocate, when possible, a budget for marketing. Make sure that if you’re relying on a vendor to help market your business, that they are spending the money wisely. Get involved and have a plan. This keeps it from being desperate and reactive. It also helps create better awareness in your customers when they consistently hear from you