Marketing Strategies For Navigating Through Any Recession
Economic conditions right now have put a strain on individuals and businesses alike. What do I mean by this? Unless you've been hiding under a rock or been out of contact with the media, you would know that we're in the middle of serious recessionary times. Just take a look at interest rates set by the Feds; this is the best indication of this recession worries by the government. It is also a sign that the government is trying to get things going again and in a fast way.
So, in business how do you avoid being put out of business during these tough economic times? You do all of the things that keep you in front of the largest amount of prospects and customers and you definitely differentiate yourself from the crowd of businesses you compete against.
There are many sources of inexpensive or no cost methods of advertising your business that you must consider and act on right now. But, before we go on to those methods and how to use them let me tell you what your must valuable resource is in these tough economic times. It is your own customer database. How long ago was it since your last communication with them? If you have not sent them even a thank you card or letter for their last order or given them an unexpected bonus when they last visited your place of business or website, then you are in serious danger of losing them. There are other savvy business owners out there that understand the need to become a necessity to their customers or prospects. You need to be invaluable to them. You need to do things that your competitors are not doing. Especially if what you sell is a commodity type product or service. In that scenario you will only compete on price not on anything else.
Here is a small example of what I do in my own printing business. We have customers placing orders for letterheads, brochures, business cards, envelopes and other items for their business. What I have done for my customers and prospects that I approach is to provide a source of marketing know how to make their use of their letterheads, brochures, business cards, envelopes and other items for their business produce better results than just that for which it was intended. In other words I now just became their marketing and advertising advisor. Believe me when I say this, from my perspective dealing with lots of different businesses and studying the subject of marketing gives me a broad base of knowledge in it. I get great ideas for making our products produce more for our customers and prospects and with the least amount of cost and effort.
I teach my customers how to use their business cards to attract more leads which they can then convert to customers. Most people when they order business cards don't ever use all the blank real estate that is in the back of the business cards to promote anything. Well if you consider the back of your business cards as a giant billboard you would use it better. Could you think of what you could put on a billboard if I said to you it would cost you a smidgen of a fraction of a dime to advertise on each billboard? Of course not, you would jump at the opportunity to advertise there, wouldn't you? I also teach them what to say on that billboard which is most likely to attract customers. Additionally, I teach them how to approach prospects in all different types of scenarios at networking events and present themselves more effectively when handing over a business card.
Am I making them consume my products? Am I making them more effective in their business? Am I making myself more invaluable? The answer to all of these questions is a resounding yes.
In their stationery or letterhead and envelopes I teach them how they can actually promote a new product or service that they are now offering. I give them sample sales letter they can swipe for this purpose. Whenever they print a new batch of their business forms, presentation folders, etc I teach them how to use these as marketing weapons as well. Each and every month that I come up with ideas that can help them drive in more business, I pass these ideas along to them for at no charge.
How do I know all this? What makes me more knowledgeable? In my business I have a huge advantage. I deal with more businesses from different industries than most other business out there. I am exposed to a lot of promotions others do in different industries. It seems that all industries have their own methods of promoting their business. I just creatively imitate their successes and avoid their failures.
In your business you need to do the same. You need to evaluate all of the knowledge that you have which can be of value to your clients. You know what your customers or prospect want. You need to let them know that you can provide it for them. By doing this you just became an invaluable and indispensable asset to them. You began the process to recession proof your business.
Juan "J.R." Durruthy is President of the Complete Media Works Company, parent company of a marketing, publishing, printing and web development business. He is the author of the book "HUGE Profit Killing Mistakes Businesses Owners Make" and is the designer, writer and creator of several niche driven persuasive direct response marketing packages and loyalty programs. You can learn more by visiting his site at
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