29 September 2008

VIEW: One Marketing Tip To Heed Now
As Steve McKee said on Business Week's Small Business website this summer, "Marketing is muscle, not fat. Be careful about cutting it."

Don't risk losing market share to your competitors in a downturn. This is a time when a slow -- but steady -- marketing presence can help you come out on top when things turn around.

Can't justify the cost of a full-page ad series? Cut the size to a half-page. Not sure if you should print the full-sized catalog you planned...and mail it? Reduce the page count or change the dimensions. The point is to maintain your presence.

Your clients and customers still need what your company provides, even during economic lows. If your competitors are cutting their marketing budgets, you can gain some of their market share by being the more visible company to your prospective clients.

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