5 marketing musts during a recession (with tactics included!)

I understand the lure of just hunkering down and waiting out the economic lull.  And I know you're probably tired of hearing this....but if you are smart -- this is a huge opportunity for you to capture market share and solidify your position in the marketplace.

Please do not sit this one out.  And I'm not even going to tell you not to cut prices or cut your budget, because we've beat that horse to death!

110% consistency:  The buyers are already jumpy.  Don't give them any reason to mistrust or doubt you.  Live and breathe your brand integrity.  Don't do or say anything that contradicts your brand.

Tactics:

• Review your brand values with each and every employee
• Refresh your website to put your brand promise front and center
• Ask your employees for ideas on how to bring your brand to life.  Pay $50 for every idea used.  Make that very public knowledge.

Love on your current customers:  They're the most likely to buy again and they are also most likely the audience you've ignored.  Now is the time to appreciate them, remind them why they trusted you in the first place and over service them.

Tactics:

• Do a customer only mailing, spotlighting some of your best offerings at their best prices
• Hold a customer appreciation party and say "thank you" repeatedly
• Offer a pre-payment discount (you get cash up front and their commitment to follow through)

Give it away:  Demonstrate to the world that you believe in abundance by giving away some of your product or services to a worthy non-profit.  But don't do a drive by.  Partner with them for the long haul and work your PR magic. 

Tactics:

• Give your employees a voice in which charity you partner with
• Be smart - choose a charity that has an influential board of directors and make a point of being at those meetings to share your expertise
• Trade your products or services for an event sponsorship so you get publicity for your efforts

Listen, respond, repeat:  Now is not the time to be ignoring the marketplace.  You need to be listening to your customers, your competitor's customers and anyone else who is out there talking about your industry.

Tactics:

• Do a customer survey (while you are at it, do a past customer survey)
• Set up Google alerts
• Jump into conversations about your industry and offer value

Use content marketing:  You're good at what you do.  You want your prospects and customers to be successful.  Why not position yourself as the expert by sharing your expertise?

Tactics:

• Create an e-newsletter  (don't start it if you aren't going to consistently create/deliver it)
• Build a robust How To series for your website
• Launch a business blog (again...don't start it if you aren't serious about keeping at it)

What do you think?  Most of these tactics will not cost you an arm or even a leg.  And I'll let you in on a little secret -- they're pretty effective, even when we're not facing snug times.

What can you add to the list?  What's working for you that you can share with the rest of us?

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Comments

[Dennis]

I am too much of a contrarian to agree wholeheartedly with anyone, but I will make an exception this time :-)
Good work, Drew.

[John Rosen]

Drew:

You're right, you're right, you're right. As marketing consultants -- that is, as providers of advice and counsel -- we have to keep hammering away at this key theme: Downturns are opportunities to gain share, gain customers, gain loyalty! Can you imagine where Toyota would be today if they had "hunkered down" and avoided the U. S. market during the downturns of the '70's and '80's? They would be the Japanese division of General Motors!

John

P. S. I'm happy to see you have time to blog while giving birth to The Age of Conversation.

[Patrick]

Drew,
Great advice here, it's human nature to hunker down during economic downturns but it is good to be reminded that this is the time get out there and perform.

In your listen respond repeat section I would suggest using Filtrbox to monitor your brand and track your customers and prospects.

Filtrbox monitors mainstream news, blogs, Twitter and FriendFeed for mentions. You can add your own RSS sources as well. What makes Filtrbox better than Google Alerts is the noise control, coverage options, and the fact that we don’t send duplicate hits.

If any of your readers would like to use Filtrbox Pro ($20/month) just use “15off” as a promo code to get a 15% discount on the first year of service! Signup @ https://www.filtrbox.com/signup.php and select the “Pro” version.

Best,
Patrick

[Drew McLellan]

Dennis,

Hey...I'll take that lofty praise, thank you!

Feel free to add in any additional ideas you might have.

Drew

[Drew McLellan]

John,

The Toyota example is an excellent one. It's so difficult to push past the fear but the companies that do see the opportunity will soon be looking at their competitors from their rear view mirror.

Even staying the course and not adding anything new will win you new customers while everyone else cuts back.

In terms of Age of Conversation, we're almost there -- and I think both Gavin and I are ready for a respite! :)

Drew

[John Rosen]

Right! Variety should give you both a paid vacation!

[Drew McLellan]

John,

It's plenty of work but well worth it. It makes the community smarter and stronger and we do some good too.

That's a fantastic combination.

Drew

[Drew McLellan]

Patrick,

Thanks for telling us a little more about Filtrbox and sharing the discount code!

Drew

[Bill]

Very strong information. Let's hope the economy does not get too bad. Or else it does not matter what you do, nothing will work.

[Drew McLellan]

Bill,

Bite your tongue. Or knock on some wood. Or throw salt over your shoulder.

2009 needs to be our upswing year!

Drew

[Dan]

Drew:
Throwing salt is great....but personally aside from your 5, I like to be persistent in the sense that I do "personal promotion" by writing personal emails to people I think might find my offers of interest. Great info here . . .

[Marie Adams]

I agree with you that marketers must "love on" current customers. We all know that hanging onto a current customer is much cheaper than acquiring a new one, but we often lose that focus. Some extra hard work now can help you come out on top when the market turns around (and it will!).

Thanks for the great advice,
Marie

[PizzaForADream]

I couldn't agree more. The reality is that while the current climate may make things "harder" for a time, businesses still have the same needs today as they did a year ago. In fact, for them to survive, they need our expertise more than ever.

Thanks for the insights!

[Csalomonlee]

Drew - great suggestions. Customers also appreciate it when you're able to give them some free PR too. It not only increases their awareness but also provides you with third party validation of your products and services.

One more marketing must is LOVE your sales folks. Provide them with the tools and information they need to do their jobs. And then show them how much you appreciate their work with gifts and praise. In the end, marketing can drive the leads but sales can close them!

[Drew McLellan]

Dan,

Good to have you here - welcome. Personal contact is always a strong marketing tactic.

The question for you might be...once you've made a personal contact and either been ignored or gotten a no, what's next?

Drew

[Drew McLellan]

Marie,

This is one of those universal lessons that for some reason we need to be reminded of, over and over.

It makes perfect sense and we've all seen the value of it. And yet...we always need the nudge!

So all of you should consider yourself nudged! :)

Drew

[Drew McLellan]

Pizza dreamer!

Discipline becomes key in times like these. It's really about consistency, as you wrote about last week. It's just that being consistent sounds a whole lot easier than it really is.

Drew

[Drew McLellan]

Cece,

An excellent addition. Now is also a great time to be an absolutely golden to your internal audiences. The loyalty you will earn will pay off for both you and the customers.

If we're smart -- this is a perfect time to gain loyalty and marketshare, inside and out.

Drew

['Chelle Parmele]

I don't know how I missed this piece when you posted it, but it made me smile because it's almost point by point the strategy plan I just put together for the next 5 months at my company.

I feel much better now. Anytime anyone doubts one of my action items, I'll just point them here. You just saved me at least 30 emails and a random 'come to jesus' meeting.

[Drew McLellan]

Dan,

There's nothing that beats a personal touch. I totally agree. I wonder if you would have even more success if you hand wrote a note...and maybe included a little cartoon?

Drew

[Drew McLellan]

'Chelle,

Congrats on actually having a plan, first off. Second -- always happy to save you some time and a Come to Jesus!

If you do these things and just stay the course...your business will not only survive the next 5 months, but I predict a growth spurt.

Let me know if I'm right!

Drew

[Sharon Wilson]

Thanks for your insights. I totally agree. While it is human nature to withdraw, cast doubt and use extra caution I don't think most businesses need to feel threatened by the recession. Sure success may take a bit longer and you make need to work a little harder but when all is said it done the same needs still exist today as they existed last year and will continue to exist moving forward. Now more than ever is the time to rise to the occasion.

[Michelle]

Content marketing on the net is great, i like it. I also agree people do not need much money to go ahead while there are websites like http://www.adwido.com is available.

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