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Building a Case for Marketing in Any Economy
Sandra Lee | October 30th, 2008 - 08:26 AM
(34) found this useful. Do you? 
If you’ve cracked a newspaper or turned on the news lately, it’s all doom and gloom about the economy, market volatility and outlooks on business. The continuing financial crisis has left business owners on edge, causing many to do just the opposite of what they should be doing. Hopefully, you are not one of those frightened ones … making emotional versus rational, practical decisions to propel your business forward in any economy.
Looming financial questions have negatively impacted economies around the world. No country or region has been completely isolated from the financial storm. Here at home, companies large and small are scrapping plans to introduce new products. Cutbacks on marketing are some of the first considered. This is exactly the wrong thing to do. Now is the time to be bold and take action to grow your business — especially small businesses. This economy demands that you become known, liked and trusted enough for people to buy from you. Trusted enough for them to allow you to become their solution.
Now is the time, more than ever, to have an actual marketing plan to ensure this is the case. And then work the daylights out of that plan. Think about it. When are your prospects more likely to see and respond to your marketing? In boom times, when they’re being bombarded with advertising and promotions from all of your competitors … or, in lean times when your competitors stop contacting them? Now is the best time to grow your business.
While competitors are hunkering down, you have the opportunity to excel. You have a wider field to let people know what makes you different in a market of many without distinction. In most cases, the competition won’t be trying to contact your prospects “as usual.” They probably won’t even be contacting their own clients as often. This makes it all that much easier for you to get attention with clear differentiation in your market (what makes you special, different, THE desired choice?). It makes it easier for your PR, ads, in-house marketing efforts, internet marketing, etc. to be noticed … that is IF you have a plan you are implementing to put yourself out in front of your public in remarkable ways.
If you paid attention to everything you saw in the news about the economy, or anything else, it could easily drive you to drink. The media’s driving force is constant negativity. It’s only the topics that change. But before you give up on your business future – based on news reports – remember that the majority of people in the U.S. (approximately 96%) still have jobs and are earning a steady income. Even if things get as bad as some predict, the majority will still have their jobs, similar to the recession of 1982, which most people have already forgotten.
You’ve got a choice and opportunity in this economy, if you reframe your perspective on possibilities. You can hunker down with your business, hide out and try to ride out this recession. If so, the likelihood is high that you’ll be making less next year and could even threaten your business livelihood overall. Or, you can take this recession as a challenge to lead your field. You can use it to transform your marketing and growth strategies to come out on top of all the rest. Which is it? Are you aiming to be a winner? Or, simply follow the fearful pack?
It may be a perfect time for you to look at outsourcing, versus hiring, to get the extra horsepower you need to power up your marketing efforts. This is more affordable than ever and a smart move for lean small business owners. After all, you are probably very good at “what you do.” It is the rest that you don’t normally do, like marketing, that you may need help with implementing.
Success isn’t for the fearful. It is for those who believe in themselves and choose to lead the field when others fail to do so. Leading, when others lack courage and you are open to a more effective approach. Leading, when the vulnerability of “not knowing” a particular skill set calls for enrolling specific talent and help from others who do “know” the parts you may lack. For businesses to be successful long term, in any economy, requires that business owners be response-able in any economy. It means changing with the flow of constant changes in technology and the many ways it will impact your business,
These ever more rapid changes are a predictable part of business today - election year, or otherwise. Financial challenges, or not, lightening speed change is here to stay. So, why fight it. Embrace it with the great options available to you with the talents of others to support your cause. Outsource projects and use virtual assistants. Find competent coaches for the CEO who are specialists in marketing and business development. Letting technical wizards be your friend and support versus something to avoid. These are all part of effective strategies for long term business success.
In fact, if you are that leader of the pack, next year could turn into your best ever! The answers for your future business success are held in your decisions to make clients as passionate about what you offer as you are. There is no better time. Now, as always, it is up to you to make the right choices to build a case for your business!
To Your Success!
Sandra Lee is the founder of Advance Associates Inc and a Duct Tape Marketing Coach located in Arlington, Texas. Find more information online at www.profitwithsandralee.com
Greg Tamblyn | October 30th, 2008 at 7:33 pm
Excellent perspective, very helpful. Keep marketing!
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Dianna Marston | October 30th, 2008 at 11:32 pm
Wonderful points! My interior design business came to a hault due to the economy yet my marketing has helped people to think about design in the new year. Once the economy improves and people feel free to invest back into their homes my new contacts will bring my business back fully and with much higher profits. Less doom and gloom and more action brings prosperity to all.
Thank you for a better view and your points are taken to heart!
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Joe Jackson | October 31st, 2008 at 7:47 am
I couldn’t agree more. As a General Contractor in the commercial construction market, one might imagine that our business has fallen off with corporate cutbacks and the “off” economy. The fact is that we are on pace to have a record year in 2009.
Sandra is right on when she talks about getting in front of your customers and letting them know that you are here for them, here to be their solution. We have been proactive in our efforts to make sure that all of our customers know that we are still here, still growing, and still ready to take care of them. They have respondded well and our bottom line shows it.
This proactive approach to marketing has proven to be successful for us. It can for you too. Thanks Sandra for your insight.
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J Derek Tieken D.D.S | October 31st, 2008 at 9:59 am
I am in complete agreement with you excellent point. Five star businesses in marketing, customer service, trust, have always done well and typically continue to grow their businesses in a down economy! Positive attitude and energy is a must do not get wrapped up in the doom and gloom mentality. This is a slam dunk Sandy! You always for have great solutions.
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Joe Singh | October 31st, 2008 at 2:34 pm
Great insight Sandra, Yes you are right on all your points. I am involved with Direct Marketing or known as Relationship Marketing and this is the perfect time for us due to the market demanding “pay on results only” type of an environment! I believe millionaires will be made in this amazing economy and those millionaires will be people who truly believe in the opportunities in this marketplace! Always Stay Positive, we can afford not too!!!
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Cynthia Signet | November 1st, 2008 at 9:39 am
Well said and on target, Sandra! With a positive, proactive attitude, a volatile economy can be used as a catalyst for growing and improving a business! Thanks for reminding us that there is a silver lining in any dark cloud, and it is where and how we decide to focus our energy and attention that provides us with the creative force to fuel our dreams! Thank you!
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Scott Campbell | November 5th, 2008 at 11:17 am
Excellent, insight Sandra.
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Ray Truesdale | November 10th, 2008 at 3:44 pm
I agree with your comments. The key to a successful business is not only having customers and sales but also keeping them. The proactive approach that you describe in your article is one that speaks volumes to me personally. As a small business owner you have to be able to make it work and your positive attitude an insight is refreshing. You speak of passion in your article and that is a true driving force that must come from within. I appreciate your post and again thanks for the insight. Sincerely,
Ray
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Joe Dager | November 23rd, 2008 at 8:00 pm
Very nicely said, Sandra. Now is the time to make the effort to grow.
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Linda Byrd | November 23rd, 2008 at 8:13 pm
This is very well written. Indeed, getting caught in the negativity could only lead to more of the same. Being proactive and seeing this time as an opportunity for growth, can ultimately help everyone. Keep up the good work Sandra - great job!
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Kathleen Dean | November 23rd, 2008 at 8:19 pm
Thank you for sharing Sandi… super insights even when the economy is down.. we can be UP!
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Bill Doerr | November 23rd, 2008 at 8:19 pm
Sandra, your points are right on the money. Thank you.
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Ralph Nitsch | November 24th, 2008 at 7:10 am
Excellent on all points Sandra! Now truly is the time to jump in and really shine with a plan that tells customers who you are and why you can be trusted to have a solution for their long term needs. In this challenging time, aggressively reaching out to the marketplace shows real leadership and goes a long way to establish confidence with both current and future customers.
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Georgia Patrick | November 24th, 2008 at 9:10 am
All of this is correct and I am working on my best year, ever. I first learned this lesson of “always be valuable” from my best friend in college. Her family was extremely wealthy, but not always that way. Going back to the family that came from Oklahoma during the Great Depression and the “dust bowl” she told stories of how her family was the one who sold tires to everyone wanting to get out of the state to find better conditions. They didn’t start out as being in the tire business. They were in the business of figuring out what people what next and providing it. Good lesson. So when folks ask me what business we’re in, we say our firm looks into the future and anticipates what they will be needing the most, next, then being the preferred provider.
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John W Gleboff | November 24th, 2008 at 10:04 am
Good article. Opportunities are abundant if you make them.
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Randy Hudson | November 24th, 2008 at 1:14 pm
Well said Sandra, thanks for sharing! There are always leading companies, small and large, that thrive in every market. What you describe is likely one of the main things these leaders focus on.
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Varju Luceno | November 27th, 2008 at 1:30 pm
Good insights, Sandra! Small business owners who believe in themselves, adapt to new technologies and circumstances, will prevail.
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Karen J Jones | November 28th, 2008 at 7:47 pm
This is the spirit we want to cultivate, in good times & bad. Thanks for sharing your positive insight.
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Bob Munger | November 28th, 2008 at 11:07 pm
Great article with excellent insights as always.
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Tracy Mannikko ECC | December 6th, 2008 at 1:49 pm
Great article Sandra! Very “on the target” and very positively reinforcing! I have a small business specializing in Cruises & Travel–and have taken this opportunity to send out lots of “great deals”–the response has been very high–it makes me wonder about all the gloom and doom!
However, I like to help everyone put relaxation and fun in their budget–so we are still making dreams come true with the help of the ecomomy!
Marking tools are getting the word out there to our clients and their friends and associates! Thank goodness for the easy tools in today’s tech world–even if there is a learning curve–it is worth the time to get with it! Whatever it takes!
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Scott Campbell | December 16th, 2008 at 4:08 pm
Great insight, Sandra Lee. Marketing has always, and will always, work.
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