Keep Marketing On Track in These Uncertain Times

Posted by Shirley George Frazier

September 26, 2008

The sky is falling according to world news, and for those of us with any type of invested cash, the financial picture is not rosy right now.

It’s a coin toss as to whether the space under your office chair or a money market account is the better place for your funds.

But one thing’s for sure no matter where you stash it: your business marketing plan must stay on course.

Perhaps the way I’m proceeding will also help guide you.

1. Look at the upcoming quarter’s plan. Is contacting customers right now a smarter choice than connecting with them in the coming weeks? Doing so may strengthen your relationships.

2. Review the text in your direct mail marketing materials. Is it best to add a sentence or two that reflects the current economic trends and your commitment to customers at this time?

3. Meet with top clients (if they’re within your region) over breakfast or lunch. This is one important way to gauge the pulse (strengths and weaknesses) of each industry you serve so that if one firm closes, you’re already insulated with opportunities from others.

Rather than hold your breath, it’s time to fortify your firm with marketing techniques that connect with customers to strengthen ties so that when the smoke clears, you’re still in business moving in a forward direction.

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