Marketing in Turbulent Times
When times get tough, as they are today, many companies begin cutting back. Sometimes they let employees go and stop there. Other times, they eliminate their marketing. Don't do it.
Here's advice from two prominent public relations figures. "[Cutting back is] a bad move," says Stacy Cornay, owner of Communication Concepts Public Relations & Advertising, a communications development and strategy firm in Boulder, Colo. "The public has to be reminded about who you are and what you're selling. Instead of cutting back on marketing, be more aggressive."
John Shors, a former public relations executive in Boulder and author of the critically acclaimed novel "Beneath a Marble Sky" concurs and wrote the following: "When companies cease touting themselves via the media, opportunities are created for their competitors to step into the spotlight."
Staying in front of your customers and prospects is vital-even in a recession.
I started my business in 1989, when times were also tough. The reason I went out on my own was because people were getting laid off at all the agencies I approached. I was caught in the Colorado recession and repeatedly heard, "Sorry, we're not hiring ... but if you start a business as a freelancer, we'll retain your services."
So I took this as a "sign from above." It was my opportunity to grab the bull by the horns and start my own business. The Write Direction was born on Jan. 1, 1989.
Despite lean economic times, I was able to break ground ... make an impact ... find clients ... establish a successful business. It happened because of a concerted effort to market myself and keep marketing.
Don't give up the ship. You can do the same without breaking the bank. Pick up the phone, write a trade article [editor's note: feel free to pitch me ideas! -EB], fax the press about an accomplishment, send out an e-mail. The ideas are endless, but your efforts don't need to be. The important aspect is to simply make those consistent, smart efforts to market yourself-and these efforts will be rewarded, sooner or later.