Where's the sanity?

It's great isn't it listening to the TV and the radio, reading the papers - one expert after another; one politician after another:

Cut more - Cut less
Spend more - Spend less
Don't cut my department - cut theirs

Where's the sanity?

Let's deal with some facts:

1. We are in a recession
2. We have been in a recession before
3. Cost control plus focussed investment = recovery

No company can survive long term if all they do is let accountants free with a red pen (maybe if we sacked all accountants we would solve the National Debt?!)

Companies still need to market - still need to communicate with customers - still need to generate brand awareness, create exposure etc otherwise customers will forget who they are and will move on to competitors - who no doubt are maintaining a level of marketing.

However, companies need to market in such a way that they can see a measurable return.

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, 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 being replaced by 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 to schedule to mail out over and most importantly when to stop.

Targetable, measurable and controllable - Direct Marketing is without 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 get the M.A.N (person with the Money, Authority and Need)
Mail - send something personalised if possible
Call - make a follow-up phone call
Apointment - successful!

and then do it some more!