Essential, affordable branding and marketing tactics during a recession

Posted on December 4th, 2008 by | Filed under: Marketing in a Recession, Soap Box

Email marketing can be a highly effective alternative when budgets are tight. When done properly, email is among the most cost-effective methods of enhancing and strengthening your existing client base. When done poorly, however, it can damage your brand.

A well executed email marketing program is the most economical way to market to, and build loyalty with, an existing customer base. But don’t expect to acquire new customers with direct emails from your company lest you be branded a spammer. A good in-house email list cannot be bought, only earned. When you earn it, it becomes a highly valuable asset.

Email lists can be built through advertising (that’s right, the “A” word) on targeted publishers’ online newsletters. This way your message is received via a trusted third party. Compared to print, these advertising products can be quite reasonable and far less costly than paid search. If your ad is well placed and has a compelling message, you can convert new subscribers to your in-house email list.


When budgets are tight, don’t cut the “What,” change the “How”

Posted on December 4th, 2008 by | Filed under: Marketing in a Recession, Soap Box

We often hear we should keep up our marketing activity during a recession to maintain–even improve–our market position. The reality, however, is that leaving your marketing budget intact while making cuts elsewhere is easier said than done, and in most cases it’s just unrealistic.

While all cuts are painful, a cut in the marketing budget is often seen as temporary and therefore livable. But to completely stop marketing activity is to surrender market position to your competitors. Can’t afford to maintain previous budget levels? The savvy thing to do during a recession is to switch to highly economical tactics while maintaining your brand integrity.

Bottom line: If you have to cut back your marketing budget, don’t cut the “What,” change the “How.” We’re in a recession and budgets are thin. Lean, economical marketing tactics executed with your existing brand integrity will protect your market share.