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Five Tips for Marketing During a Recession

Featured Author:

David Langton

David shares responsibility for the overall management and performance of Langton Cherubino Group with Norman Cherubino. David has more than 20 years’ experience providing conceptual direction and leading new business initiatives.

David analyzes the effectiveness of communication programs and directs the development of strategic positioning with creative and unique solutions. For Ernst & Young, Moody's KMV, Credit Suisse and other clients, he produced segmented marketing programs with image libraries and color-coded sales collateral that target specific industries. http://www.langtoncherubino.com

More articles from this author:

• Logos vs. Mythos
• Get the Most Bang out of Your Marketing Campaign

1. Blog where your clients are
Find websites and blogs that offer content and resources that your clients need to keep informed. Where do they get their critical information? We’ve written articles for World-at-Work’s Workspan Magazine and Training Magazine to reach clients and prospects in the employee communication sectors. If you don’t know where your clients get their business information ask them. That’s another way to reach out and build a relationship with your audience.

2. Wish you were here
Plan an inexpensive campaign with postcards that have targeted messages to reach your clients and prospects. First class postcards can be delivered in an unusual, larger size, such as 11.5 × 6, and attract more attention yet cost a lot less than mailing a brochure or catalog. The mailing cost is the same for a standard envelope so you get more mileage out of your postage budget. You may provide website links for more info. Your main objective is to create awareness of your campaign. People are more likely to see a postcard even if they throw it away. Email messages are faster and less expensive yet they are also just as easily dismissed as spam and never seen.

3. Leave an impression
Use the “signature” function on your email and on your smart phones. Always include your name and contact information and you can include a message or marketing line. Everything is a billboard for your company and frequently people do not use the built-in tools in the email browsers and smart phones to deliver basic contact info. One of our clients changed the standard message “Sent from my iPhone” to “Inspiration from my iPhone.” You’d be surprised how a subtle change like that can become noticeable.