We hate the word "recession" and all the talk about the down economy. Some businesses are having tough times right now, and others continue to grow and position themselves for the future. It is your choice whether you want to sit back and blame the economy, or you want to work hard, grab more market share, and grow your business. Here are 10 marketing strategies that will help you right the ship, or just take advantage of the down market:

10. Market harder.
The additional spend of advertising and marketing dollars when others are pulling back propels you onto higher ground and into higher visibility, way past others, to the top of the "Hi! I'm over here!" visibility peak.

9. Market smarter.
Market with greater precision. Take precise aim at your best fundraising sources — you know, the ones on the list you don't share with anyone. Spend the additional time up front, and don't waste hindsight expense by going after people on the edge who "may possibly buy if they are in the right mood and if they feel like it that day." Dig deep. Aim for the low-hanging fruit.

8. Invest in your own success.
An investment in marketing dollars at this time is worth more now than when everyone else is also in the mix, (and mediums have fat ad contracts.) With less competition for your buyer's attention, you stand front and center.

7. Take advantage of the better deals.
For example, the pulling back of the giant media-buying machinery of the sinking automotive industry has left great media, ad-space, direct mail and cut-sheet paper deals on the table for the rest of us. Look around. Great deals abound. Find them or...

6. Negotiate.
Make your own deals. Lots of firms that were so, so hoity-toity and steadfast on price now will negotiate. Go after them.

5. Go ahead, make a ridiculous offer.
Don't be afraid to call and make a low-ball offer. You might not get it at that price, but you might wind up paying much less than list.

4. Remember that not everyone is in a recession.
Not every industry suffers. Some industries flourish in recessionary times. Head over to those markets. "Studying the markets" has meaning outside of the traditional mumble jumble of the stock market — where, you know, your investments just tanked.

3. Some firms you dislike are in the blender — enjoy it.
If only the phone companies, big software companies and computer-hardware firms would get out from under their foreign-made products, poor service and unpatriotic out-sourcing of telephone help lines offshore to people who, when the going gets tough, hang up on you. Was there really a reason I was on hold for over an hour besides, "We are experiencing higher than normal call volumes?" How about, "We need to increase our telephone staff to actually give you quality service." Doesn't that fit a little better? Yeah, there are some firms I’d love to see go belly up. Get even in the new year - buy from the smaller firms in the USA that really do care.

2. Hang in there.
Shorten those buying cycles. Market with greater accuracy and effectiveness to reduce costs. Test smaller cells, and read and interpret results more closely. Market more frequently to your current clients - they already know you and like you. Call them just to say hello or to let them know how their money is being spent. Don't be foolish in your marketing, but don't be afraid, either.

1. And stay cheerful.
Reminds me of a sign I saw: "Cheer up — things could get worse!" So I cheered up, and, sure enough, things got worse. Seriously, if it ain't fun, do something else. Life's short - work hard, play hard, have fun.

Labels: marketing