Now is NOT the time to cut back on your Marketing!

Monday, June 8, 2009  //  0 Comments  //  Blog, Discounts, Marketing, Marketing Collateral, News

Scrimp, Save, Penny Pinch, Budget, Cut Back – We’ve heard them all – It is after-all a recession.

I know we’re budgeting and scrimping over here and it seems to be working, but one thing I am not scrimping or cutting back on is my marketing.

Now is NOT the time to cut back on your marketing. Think about it, when all of your competitors ARE cutting back and scrimping YOU will be at the forefront.

So, how do you do that without the same cash flow as there was when we weren’t in a recession? Simple – think in an environmentally friendly way and implement the 3 R’s…

Huh?!

I know it sounds strange but let’s put it into action and you’ll soon be marketing like a pro – without spending more money!

1. REDUCE: Reduce the amount of wasted advertising and marketing dollars.

Take the time to revisit your original marketing strategy (when was the last time you did that anyways?!). Take a look and see what’s working (bringing in the bucks) and what isn’t (causing more grief than necessary)?

Look at the results carefully and compare them to the amount you spent on the campaign – was your bang really worth the bucks you spent? That is your guide to what to reduce – if you spent tons of marketing dollars, but the campaign only brought in a few inquiries – ditch it.. but if you spent a little and received orders – keep it..

2. REUSE: Say hello to an old marketing friend!

Take the winning campaigns from your REDUCING session and bring them back to life! If you notice that the design or copy is out of date (maybe you’ve rebranded) make some minor changes. Remember though, these are the campaigns that worked so go easy on the revisions. Maybe reinstate a specific discount or even a service – if it brought in sales – go for it!

3. RECYCLE: Dust off your hard work!

Chances are good that you have some old marketing material (brochures, biz cards, postcards, t-shirts) lying around gathering dust. Bring them out and use them! As with REUSE, bring back the base concept of the piece and if necessary make some minor changes.

Recycling the base design allows you to use the work that you’ve paid for (either financially or time spent) and ensures you don’t have to agonize over starting from scratch again.
*Tip: If you need to make revisions, be sure that you get a professional to do them. Paying a pro doesn’t seem like a great way to cut back, but trust me, they’re a pro for a reason. They’ll actually SAVE you money in the long run.*

The final step is another R but it’s not an environmentally based R..

REVIEW: Take a peek at your competitor!

Take a little look see at what your competition is up to.. if they’re staying quiet, make some noise. Host an event (it can be done affordably), do whatever is necessary to stay in the forefront of your clients’ and prospect’s mind!
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A final note on Marketing in the recession – there are plenty of freebie ways to get your name out there.. think about link swaps, web ads, networking groups and blogging. Of course you do need to have a branded message to participate.

I am offering a discount on all orders of a Web Ad Package – normally it is $95 for three main web ad sizes, but I’m going to knock off $20!

(offer expires at the end of June)

Send me an email (info@foundationstudio.ca) letting me know you’d like to order a discounted web ad package and we’ll get the process started to get your name out there!!

Wishing you a successful day!
Ariane