We're seeing a difference in the way our various clients are marketing right now.
The entrepreneurial, smaller to mid-size companies are continuing to put up a good fight. They're either marketing aggressively and continuously, or adding new capabilities such as Web sites to augment their sales efforts. Our largest corporate clients are, in some cases, a different story. More oriented toward detailed budgeting and do-or-die profit projections (as well as being observed by anxious shareholders) their marketing has been somewhat more cautious, with projects going on hold or reduced in scope, and decisions put off by higher-ups until the next quarter or so.
As marketers, of course we're pro-marketing. You can't hide your way out of a recession. Silence is NOT golden in this case. However, as strategists, we're also sympathetic to the way different organizations must do business.
So... what's quick, affordable and can yield results exciting enough to stimulate the next activity?
Create a single initiative to motivate your customers. Run an End the Recession Promotion. If customers buy a particular new product or open an account, you give them a related gift or incentive... or perhaps a second product free.
Get people together. There's no better way to laugh in the face of adversity than to make clear that your company is not taking part in any further downturn. Mind you, this get-together is special. It's one in which you make your new energy, direction or differentiation clear either through an important announcement, an incentive toward buying your newest and greatest offering or a funny and motivational speech directed toward the audience's interests. Build relationships, and then follow up after the event.
Call the media! Do you have a new product, market or major initiative? Celebrate it with a press conference. Include (as appropriate) product demonstrations, a tour of the manufacturing facility or an introduction to the creative force behind the new idea... you know, like meeting Steve Jobs.
Do it online. Spring clean your Web site. Does your Web site bore even you? Does it look like your Uncle Leon designed it? The Web is very important now as your public face. Use it to inform, inspire, communicate, and (yes!) perhaps even sell. It's an investment that will pay you back.
Become a thought leader. Write a bylined article (or we'll do it for you) about where your industry, or its technologies, or consumer demand is going. Publish it in publications that your prospects read. Reprint it and send it out to prospects. Let your salespeople hand it out as yet more evidence of your expertise.
Start a GOOD newsletter. Let it convey what's new, why customers are lucky to work with you, why now is the time to invest in what you want to sell. Do it at least twice a year. E-news or print... it's up to you.
Partner with another company. You sell window treatments, they sell windows. For a limited time, customers who buy windows get a 40% discount on any of your fashionable designs!
Add your own idea here. Inaction isn't useful, but daring outreach is. You'll be glad, whether in three months, six or a year that you moved aggressively while others did not. What will work for you?
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