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Marketing through a Recession Marketing Articles | September 10, 2008

Marketing programs are usually one of the first victims when we are facing a downturn or, worse still Cheap Lance Stephenson Jersey , a full recession. But it doesn?t have to mean we let customer relations have to suffer and this article suggests ways of making reduced budgets go further while keeping up our market presence.



The debate is over ? we are facing up to flat sales, a global downturn and even the prospects of a full-blown recession. With the media pumping out gloomy (and wildly differing) recovery timescales, businesses everywhere are quickly preparing for the inevitable rounds of cost-cutting.


And as the Board settles in for a rough ride, one of the first budgets to be hit is good old Marketing. On the face of it, this may sound like common sense - after all Cheap Paul George Jersey , if no-one is buying, why spend money promoting to an unresponsive audience? But while ?recession? and ?marketing? are never going to be the best of bedfellows, any marketer who has lived through previous downturns will proffer an alternative view, suggesting that ?battening down the hatches? may not be the best tactic for interim survival before the eventual return to growth.


This safe, tried-and-tested strategy aims to ride it out Cheap Reggie Miller Jersey , suffering lower sales but achieving cost-cutting to suit. Now, this may appease the finance guys and shareholders but it does little for long-term recovery in what will, by then, be a very hungry and competitive marketplace.


If you ?freeze? your scheduled marketing plans till everyone has agreed the bad times are over, you may find yourself playing an expensive game of catch-up. In other words Wholesale Indiana Pacers Jerseys , don?t be surprised if your more savvy competitors have been working on your best clients during the ?downtime?, chipping away at relationships you have built over many years.


Now let?s consider an alternative, which still accepts the need for managing costs but chooses to concentrate on continued smarter marketing to maintain the company?s profile while riding out the storm.


With tough times ahead, the temptation is to cancel every ad campaign, product launch and roadshow Wholesale Pacers Jerseys , while doing the minimum of PR ? after all, who wants to admit to yet another bad sales quarter? The good news is that this will probably be the tactic employed by most of your competitors.


But let?s consider an alternative view, one where your team re-shape their efforts around fewer objectives.


First off, a re-worked marketing plan should recognise that a downturn has a finite lifespan ? while it could go on for some time, eventually it will be followed by a fragile recovery Cheap Indiana Pacers Jerseys , but a recovery nevertheless. This should be built into the plan, training and activity management.


Preparing the plan of action


Here are few examples of a focused use of your marketing effort:


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