Pull Youself Up, Dust Yourself Down, And Start All Over Again

Tomorrow is another day

Tomorrow is another day

But hope, as Mr Obama intimated, will not get us through a recession. If we are to prosper (yes, prosper!), we need hard work and practical measures to keep ourselves at the forefront of our shrinking market places.
Conventional wisdom says you should promote in a recession, but we all know how hard this can be when money is tight. In any case, how can we get the results we want and is it wise to try, when the future seems so uncertain?
I know I am not alone when I get furiously frustrated at media moroseness. Unbelievably BBC Five Live the other morning was doing a ‘countdown’ until the official announcement that we are officially in recession and had a group of ‘experts’ who would offer advice as to how we can ‘save ourselves in the UK’s worst ever slump’. The R word was mentioned no less than 15 times in a 10 minute journey!!!
My business RT Promotions, may not have all the answers, but we CAN  help. Promotional merchandise and corporate gifts are the only form of advertising that lets you choose to whom you promote yourself. Used wisely you can reduce marketing spend, without reducing effectiveness. Here are our thoughts:
Keep Positive
No one (bar the media) wants to hear how hard it is. Make sure your clients are hearing every bit of good news – the new products, the contract successes, the special offers, the good news stories, how you are still investing in your business. Keep any bad news to yourself.
Keep yourself visible
In a shrinking market, everyone is chasing the reduced amount of business available. If you drop below the radar, as sure as eggs are eggs, others will take your place.
The 80/20 rule
Make sure you look after your very best customers who give you the majority of your business. Even if they stop spending now, they will be back at some point and you want to be in their minds when they do.
Target new customers
We all need new customers. Marketing techniques are often like a blunderbuss – adverts, mail outs, exhibitions, websites etc – that are only targeted in a limited way, and where much of your money is spent on communicating with people who simply aren’t listening. By identifying who we really want as customers we can begin to promote ourselves to them on a one-to-one basis. It is cheaper, it is effective and it delivers results more quickly.
If you are doing what you have always done and your sales are falling, change what you are doing! By thinking about individuals we want to deal with, we can begin to be far more creative in our approaches and elevate ourselves into their consciousness.
Choose quality over volume
When all your competitors are trying to save their pennies and promote on the cheap, go the other way – not necessarily by spending more, but by spending selectively on a smaller quantity of the right things. Even at the best of times, businesses want to know that the suppliers they deal with are solid and reliable, but, in times like these, the confidence and robustness of your presentation will be even more important. Whatever the quality of your offering, you will be making a statement about yourself …… but is it the right one?

2009 will more than ever be about doing things right and doing them well.

5 Responses to “Pull Youself Up, Dust Yourself Down, And Start All Over Again”

  1. Perfect – just what’s needed in the current climate ……! So thank you Richard for highlighting my own thoughts with just the right words.

  2. Couldn’t have put it better myself!!! Excellent….

  3. Cheers Linda/Mike…. appreciate your comments.

  4. Nice Blog

    I agree corporate gifting is very essential now a days in brand building of any company….as it is“The art of appreciation through promotion”….:)

  5. aditya452010 Says:

    All great ideas however I would moreover include a further item to it: think about doing a virtual event. By applying Virtual events to marketing challenges, you can get the word out to prospective customers, produce new leads and help out close business by now in the pipeline. There are small-budget ways to hold virtual events and there are more robust, feature rich and scalable solutions (like InXpo, ON24 or Stream57) that are great for putting on events that include virtual exhibits, informative conference sessions, product demos as well as networking with attendees. Although people are hesitant to travel, they are very prone to be present at an event that they can attend from their desk. Even if you are just doing a manufactured goods demo or better yet, offering several educational information in say a webinar or webcast, a virtual event will get you additional coverage and more leads very cost effectively. Visit http://www.virtualedge.org to discover further about how to do this and locate virtual event providers.

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