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Marketing News can, and should, be adapted for tough times

By Howard Libin found at http://www.tallahassee.com January 20, 2009

My informal survey of the local business community is running nine to one in favor of those who are hunkering down to ride out the current storm. All expenses are being evaluated, cuts are being made where they can be, and more are being contemplated.

However, cutting costs can only take you so far as a strategy for surviving tough times. The other tactic is a back-to-basics, sales-focused marketing effort.

Marketing News is muscle, not fat

As sales slip and margins tighten, the natural tendency is to avoid spending money on marketing. However, studies show that companies with an aggressive marketing posture during recessions experience a more shallow dip in sales and are positioned to capture and retain greater market share once the economy recovers.

Make marketing dollars count

An aggressive marketing posture does not mean squandering your hard-earned dollars, nor is this the time for "feel good" advertising. Insist that every marketing effort bring traceable results.

Rather than cast a wide, expensive net, target your expenditures directly at your best prospects and ask for the order in every communication.

Show customers some love

Get in touch and stay in touch with every one of your customers either in person, on the phone, online or by mail.

Let them know how much you appreciate their business. Make sure your customers are aware of all the goods and services you offer, not just the ones that they are currently buying.

Try to bring lost customers back into the fold. Do a "we want you back" mailing, or better yet, give lapsed customers a call. You'll be amazed how much new business you can generate from customers who have drifted away.

Get into the digital age right away

The Internet and e-mail have transformed marketing in most industries. If you have not embraced these electronic tools, you are under attack from those who have.

A Web site can lower the cost of staying in touch with customers and prospects.

Responsible e-mail marketing can get amazing results.

Demonstrate value at every turn

In all your marketing be sure that you are clearly communicating your value proposition, i.e., what you can do to save customers time or money or increase their revenue, quality of life or efficiency.

Remember, value goes far beyond price. Your free delivery can save time, your superior craftsmanship can enhance resale value, your experience can mean less hassle.

It's your job to make the case for your company through your marketing SEO efforts.

Howard Libin calls himself Supreme Commander of Adventures in Advertising, a Tallahassee-based promotional advertising agency. Contact him at howard@libinworld.com.