False Economies in a Recession
Por Savmao - Monday, Mar. 14, 2011 at 2:29 PM

In a recession most business leaders will mentally accept that trading conditions are difficult and as a consequence lower expectations/goals. This mind set can then become self fulfilling as the mental state that creates this thinking will determine the actions of that individual. His reduced expectations are felt by employees and, guess what, standards slip, performance suffers and targets are not met but he accepts it all.

Many business owners will expect poor performance or even "freeze" become inert and incapable of making decisions.

The key to success is to not cut your marketing budget and do nothing but to revise your marketing strategy. The following ideas are all crucial marketing activities in a recession and your strategy should be altered accordingly:

1.Hold back on any "test" marketing and concentrate on doing more of what you know already works.

2.Ensure you have an effective program of keeping in touch with existing customers to ensure loyalty, using every means possible; e-mail, letter, newsletters, phone call, personal visit, make them feel wanted especially during a recession, if you have their confidence they'll want to stay safe...with you.
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3.Identify the element of your prospects and existing customer base least likely to be affected by a recession either through the nature of their business or their financial strength and concentrate your marketing strategy on them, seek successful vertical markets. Avoid marketing to sectors most affected they will prove to be less profitable and obviously more vulnerable.

4. Try to develop a "We are the experts" mentality in your marketing. In a recession customers want to stay safe with somebody who knows what they are doing...."the Authority" on a subject.

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