Going Overboard
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Going Overboard
Avast! Don't Fling That Overboard! - Why not to Throw Out Your Promotional Efforts in a Recession
The recession in our country is real. In most cases, it's the same everywhere else in the world. Most businesses are cutting costs wherever they can, making their operations run on the bare essentials. For the most part, running "lean and mean" is a great idea; however, reacting too hastily may cause some companies to make poor decisions.
In a sinking ship, it's standard protocol to jettison items that are not essential, with the heaviest items considered first. To stay afloat, most business owners and/or boards run down their expense charts to find the "heavy" items and quickly decide which must go. More often than not, marketing is one of the first to be cut or altogether discarded. History and research tells us that this is a grave mistake.
Every recession that has occurred since WW II has rewarded the companies that have implemented an aggressive advertising and marketing campaign. In fact, the companies that maintained or increased their marketing and advertising out-paced all other competitors that initiated cut-backs in their promotional efforts. [from the research firm, Meldrum & Fewsmith].
Finding Clarity In A Time Of Danger
I'm no economist, but common sense tells me that cutting advertising and marketing is one of the worst decisions a company can make during a recession. It's like trying to sell your house with no sign in the yard, no ad in the paper, and no real estate agent - don't bother with packing boxes. To keep the lights on, you must make changes that won't sacrifice profit. The decision to increase your marketing efforts must be rooted in logic- you must be able to prove that what you're spending money on is working, and will continue to keep working.
Assess Effectiveness
If you haven't been seriously tracking and analyzing your marketing efforts- now is the time. Investing a small amount in technology that allows you to view your metrics in easy to read graphs, or some kind of "dashboard" view, will be well worth the expense. The easier the information is to read, the easier your decisions are to make on what stays and what goes. Any capital that can be moved into marketing efforts will be well used. Dollar for dollar, I recommend investing any advertising funds in progressive internet marketing. There is an internet marketing venue for every kind of business, but those businesses that fail to see the value in it will get left behind. The internet continues to evolve - to reach farther, and to become faster. There has been a 305.5% percent increase in worldwide internet usage since 2000. [http://www.internetworldstats.com/stats.htm]. If your company has not made serious efforts in penetrating at least one category of internet-user market share, then astounding growth awaits you.
Make Your Move
After you have decided what marketing techniques and campaigns to keep, it's time to replace the discarded with the dynamic. If you decided that your direct mail campaigns were not doing the job, convert your lists over to email marketing. Axed the call center? Create an online social forum. Whatever campaigns you decided to delete, there are amazingly effective and far less expensive internet alternatives available. Investing in the right ones can be the challenge. If you are not up on the latest internet marketing trends, turn to an internet marketing professional.
Win The Day
Managing your business in this economic climate is challenging. Keeping a cool head, measuring your efforts, maintaining effective media spends, and implementing new and efficient Internet technologies will all give your company the edge it needs to emerge stronger. Falling into a mindset of panic and jettisoning the one thing needed to "stay afloat" will surely take your company under. Increasing smart advertising strategies and marketing methods have been proven to work in a recession. It will not only keep your company from sinking, but it will push it far ahead of the businesses that have managed to survive. You will weather the storm, you will save your ship, and you will rescue customers from the businesses that jettisoned their marketing efforts when the recession waves were crashing around them. Arrr!
About the Author
Adam does public information management, media coordination, branding design, and Internet technology work for a progressive state agency.
Adam frequently performs freelance consulting for other government agencies and savvy businesses in the areas of interactive technologies, SaaS applications, marketing, branding, web/print graphic design, and sales/business management. https://twitter.com/firstlegion
What do you think I'm going to sea for Valentine's Day?
I have a hair appointment tomorrow and I'll have a touch of red added my hair color - just a light strawberry shade. These are only some special plans for Valentine's Day with my husband, with a special meal in facing the fireplace. My daughter just rolls her eyes and told me that I'm going overboard. What do you think?
Oooh, they are a sexy lady hard to go the extra mile husband to surprise and keep you going! I do not have white hair, but if I did something, my husband is likely to ask me if I did something with my hair, very innocently. If he really knew or not. At least I know he has anyway. I'm not brave, try some something like that, myself. I do not want to leave, with the prices of some fresh beauty care. And yet, I do not want to store both in the store. But anything is better than the blue hair seen in women older growth. I'm sure you remember those days. I saw that comics of England Dame Edith or something, in a lot of light pink wig. And I do not think pink was so bad. But I hate his hair blue and purple. For me, it as a dye job gone bad. Would you be interested to see how the red hair is white. I've never seen anyone in this color, white. Make sure that the spouse takes a picture, to remember the day, years from now. Perhaps the aesthetic could disperse some stars good times ahead, only to constraints before the fire.


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