My Marketing tips

5 Secrets To Stretching Rather Than Eliminating Your Marketing Dollar

June 17th, 2009

5 Secrets To Stretching Rather Than Eliminating Your Marketing Dollar In A Recession – Part I

Here are five marketing strategies that will allow your company to be recessionproof without blowing your budget:

1. Solidify and strengthen your brand/identity in print web and voicemail communication.

If you dont have a logo/identity and website for your business now is the time to get one developed by a professional. If you have an existing logo/identity and website its time to make sure its professional updated and your brand is presented consistently across all points of communication. Consistency in marketing creates recognition which increases the likelihood of results. Is the information on your business cards website and other printed materials current? When you spread out your most recent marketing materials on a table do they look like they are from the same company? Even your voicemail message needs to convey the same level of professionalism and reinforce your brand/identity.

2. Purchase and distribute a promotional giveaway that is consistent with your brand/identity.

An accounting and bookkeeping firm a certified green business purchased imprinted pencils made from 100 recyclable material for under 1.00 each. They distributed these to existing and prospective clients many of whom called to ask for more! Promotional items do not have to cost a lot of money but need to be unique and align with the companies overall strengths and brand. Everyone loves to receive something for free especially in a down economy.

3. Personally communicate with past existing and prospective clientele.

Go through the old rolodex or online address book and get in touch with clients you havent worked with in awhile. Call email or write a personal note and be sure to include your new promotional item to say hello and ask if there is anything you can do to help make their job easier. Once youve contacted all of your past clients start contacting clients youd like to work with in the future and also reconnect with existing clients.

4. Create a costeffective direct mail piece or campaign.

A small printed piece or series of pieces with a consistent strong message can set your company apart from the competition and bring results. Though mail is highly competitive today it is still one of the most costeffective marketing channels. The key is to offer an irresistible incentive that appeals to your client base and encourages them to act. The piece must be uniquein size design or content or all of the above in order to be successful.

5. Launch an email marketing campaign.

If managed properly email marketing is one of the fastest growing marketing channels used by companies today. Why? According to research conducted by the Direct Marketing Association DMA email marketing generated a ROI of 48.34 for every dollar spent on it in 2007. This number is expected to be 45.06 for 2008. Email marketing allows a company to precisely target their marketing message builds client relationships awareness loyalty and trust. Most importantly the results can be directly tracked allowing companies to refine the approach and message.

Despite the pressures of todays tough economic climate companies need to be both innovative and aggressive with their marketing dollar. If you follow these secrets to marketing in a recession your company will outlive your competitors and reap the rewards once the economy stabilizes.

Stay tuned for 5 More Secrets to Stretching Rather Than Eliminating Your Marketing Dollar in a Recession

About the writer: As Senior Designer and Principal of Banana Creative my role is to design and deliver smart print and webbased marketing tools for startups growing and established companies. Using my 15 years of experience as a Graphic Designer and the expertise of my seasoned team of strategists writers developers and printers we focus on creating recognition respect and response in our Clients marketplace. Our specialty doing more for less.