Marketing in a recession

Am I just getting grumpy in my old age or is everyone thoroughly fed up with phone calls from people trying to sell space in magazines, directories and the press?

I have been running businesses for many years and I remember previous recessions and I tell you what - there is marketing and then there is marketing in a recession.

Generally, in times of recession (some of you will remember the early 90's - others are clearly far too young!) companies will reduce or even cancel expenditure on those areas that are difficult to measure in a quantifiable manner.

Three areas in particular are vulnerable:

- Above the line advertising - TV, radio and press
- Training - "we'll do it later"
- PR - "we'll write our own releases"

Experience of past recessions (and lessons learnt) has shown that in times of 'tightness' companies need to increase their marketing spend, so that they are best placed to take advantage of an upswing in the economy.

Suppliers who survive a recession simply by cutting costs find that customers soon forget who they are if they have not been regularly communicated with.

To this end they find it extremely difficult to bring said customers back on board.

Effective marketing however does take on a different slant during a recession, with above the line activity if they have not been regularly communicated with.

To this end they find it extremely difficult to bring said customers back on board.

Effective marketing however does take on a different slant during a recession, with above the line activity being replaced with Direct Marketing.

Direct marketing is targetable - you can direct your activity specifically to your core customer base.

It is measurable in that you can determine actual response from those specific customers.

Additionally of course, unlike TV, Radio or Press, Direct Marketing is controllable - you can decide how many pieces to send, what time schedule to mail out over and most importantly when to stop.

Targetable, measurable and controllable - Direct Marketing is without a doubt the most cost effective form of business marketing.

Furthermore, in times of recession it is even more essential that you get yourself in front of customers/prospects - and direct marketing, along with referrals and networking, is a primary means of gaining an appointment so my advice is:

Target prospective customers
Validate to the the M.A.N. person with the Money, Authority and Need
Mail - send something personalised if possible to make your mailing memorable
Contact - make that follow-up phone call
Appointment

And then do it some more!