In tough times, market, don't give up the ship. By Debra Jason, The Write Direction
Before the tragic events of 9/11 rolled around, the economy was already
heading in a downward spiral.
When times get tough, many companies begin cutting back. Sometimes they
let employees go and stop there. Other times, they eliminate their marketing.
"A bad move," said communications pro Stacy Cornay. "The public has to
be
reminded about who you are and what you're selling. Instead of cutting
back
on marketing, be more aggressive." Public relations professional John Shors
wrote, "When companies cease touting themselves via the media,
opportunities are created for their competitors to step into the spotlight."
Staying in front of your customers and prospects is vital - even in a recession.
I started my business in 1989, when times were also tough. The reason I
went
out on my own was because people were getting laid off at all the agencies
I
approached. I was caught in the Colorado recession and repeatedly heard,
"Sorry, we're not hiring.
We're laying people off right now, but if you start a business as a freelancer,
we'll retain your services." So I took this as a "sign from above" -- it
was my
opportunity to grab the bull by the horns and start my own business. The
Write Direction was born Jan. 1, 1989.
Despite lean economic times, I was able to break ground, make an impact,
find clients and establish a successful business. It happened because of
a
concerted effort to market myself and keep marketing.
Don't give up the ship. You can do the same without breaking the bank.
Pick
up the phone, write a trade article or fax the press about an accomplishment.
In a Marketing Masters' Internet Seminar held in November, marketing pro
Russell Kern searched the marketing history annals to answer the question:
"During uncertain times, should marketers invest further in their marketing,
when people are not spending, or wait for a change in market conditions?"
Here's what Mr. Kerns uncovered in his search -- three separate studies
that
addressed the issue.
1. The 1947 Buchen Advertising study tracked sales after the 1949, '54,
'58
and '61 recessions. The findings revealed that sales lagged after the recession
for those companies that cut back during the recession.
2. The 1970 and 1979 studies by ABP/Meldrum & Fewsmith substantiated
the Buchen study. It reported that higher sales and net income were achieved
by those companies that maintained their advertising (vs. those that cut
it
altogether).
3. Finally, Kerns explained that the 1982 Cahners-PIMS (Profit Impact
Marketing Strategies) study revealed the same results.
"There are essentially two ways out of recession," explained Kerns. "Spend
or
innovate. In uncertain times, you need both." It's frightening to dip into
your
budget to keep on spending when the economy is slow, but to stay ahead
of
your competition, it should be a priority for your company. And, it can
be
done, without spending $2 million dollars for a Super Bowl commercial.
Don't let people forget who you are, where you are and how you can be
reached. Do what you can to maintain a presence. Stay in touch with your
customers, be it via phone, "snail," or e-mail. Ask them what they want
and
need during this time. And remember, if potential customers are out there
looking for your product or service and your name is visible, when your
competition's is not, your marketing efforts will invite them to call you.
Debra Jason is a seasoned copywriter with more than 18 years of experience
in the field of direct marketing.
Her Boulder-based business, The Write Direction, specializes in Web and
direct-marketing communications, including brochures, catalogs, collateral
material, direct-mail package and Web sites. She may be reached at (808)
826-1846
or debra@writedirection.com. Or, visit
her at www.writedirection.com.
©Copyright 2002 Debra Jason dba The Write Direction. All rights reserved.
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