Recession Marketing: Back to Basics
May 8, 2008
Guest Editorial

It’s no secret current economic difficulties are changing consumer behavior. As consumers’ moods focus on their wallets, your business needs to adapt to these changes.

Like many of you, I’m a businessman who constantly worries about the bottom line. My company is an advertising, marketing and public relations firm. In past times, such as these, I have seen businesses cut back or eliminate their communications programs in the name of cost savings.

Practical experience teaches that economic downturns are not the time to stop communicating with clients/customers, prospects and employees.

Instead of cutting advertising, marketing and public relations budgets, now is the time to rethink your communications approach. How are your key audiences being reached and with what message, if any? Do your clients/customers perceive your business to be stable?

If your clients/customers perceive they are doing business with a company that’s reeling or gone silent, the clients/customers will look elsewhere for a viable partner. This is a case where “perception as reality” potentially can hurt.

Remember, if the goods and services your business offers are needed by other businesses and consumers in good times, these same goods and services continue to be needed in difficult economic times.

Continuing or redirecting your communications activities may enable you to gain an advantage over your competitors, who are cutting back.

Ask yourself the following five questions concerning your current advertising and marketing program. Your answers and subsequent actions could affect your company’s future.

• Is your advertising and marketing program brand centered? Consider the level of trust that exists among your company, its products and your clients/customers. Now, it’s more important than ever to build your brand and people’s reliance on the goods or services you provide. Building your brand is fundamental and must be done.


• Are your messages reaching the audiences they should? Are you getting the most for your dollar spent? If you aren’t sure, have a professional review your messaging and expenditures and suggest ways to increase your return on investment. Research shows that 60 percent of companies that utilize Return on Marketing Investment (ROMI) metrics anticipate greater company growth vs. their competitors.

• Are you using public relations to support paid advertising? PR provides you heightened credibility by telling your story through the media’s news and editorial departments. A good communications plan requires a balance of advertising, marketing and public relations. And, PR can be implemented relatively quickly and for a reasonable cost.

• Does your program include an Internet Web site? If not, have professionals create a contemporary and comprehensive Web site to promote your product or service. If your company has a Web site, be sure it is updated regularly. A Web site with old information reflects poorly on your company and drives away possible clients/customers.

• Are you mixing traditional and nontraditional media? Internet advertising, company blogs, viral messages on social networking sites, i.e. YouTube or others? If not, you should consider adding nontraditional media, especially if your product or service appeals to a younger audience.

Current times are difficult for a lot of businesses and consumers. Before you cut your communications program, be sure you have the basics covered effectively. Going back to the basics and adapting to consumers’ changing moods just might provide that true differentiation you’re looking for in your industry.

Mike Hart is the president and owner of Hart Associates, recently honored for the fourth, consecutive year as one of the nation’s leading business-to-business agencies by BtoB Magazine. The integrated marketing and communications firm is located in Maumee’s Arrowhead Park.