Opportunity! The flip side of a down economy in Westchester County NY
We've all been living it ... the economy has struggled and business' bottom lines have too. One is a reflection of the other. But when the economy turns and we watch as everyone pulls back a bit on spending, maybe it's time to do the opposite!
Opportunity is the bright side of a down economy.
Now, more than ever, your brand matters. Maintaining or increasing your brand's presence in the marketplace sends a powerful message: your company is strong and is successfully weathering current conditions. It tells your prospects that you are in it for the long-haul and will be there for them now and in the future.
How can you spread the word?
Keep up your marketing, or increase it if you can. It supports your reputation as successful, steadfast, capable and long-lasting. Continuing your marketing helps prevent a void that could be filled by your competitor, so keep it up!
If you maintain or increase your marketing during difficult economic times, it leads to a more positive perception of your company, once again reinforcing your message of success and longevity. Your committment to your brand, products and services register as solid and reliable.
Your most efficient marketing focuses on your current clients. They already know you're good!
The traditional gift-giving season is upon us. This is an effective and timely means of targeting your marketing right now! It could start with something as simple as a Holiday Card to let your clients know you are thinking of them. You could also send a Client Gift, such as a tasty treat like nuts or chocolates, or an Executive or Business Gift to say "Thank you for your patronage".
If you work with strategic partners, businesses or professions that routinely send you referrals, marketing is an invaluable tool. People care more about what other people think, so a referral carries more weight. A gift to your referral partners can help maintain your status with them. You remain top of mind when their clients ask for recommendations.
"Can this be true? How can spending more money on my marketing in a sluggish economy possibly make sense?" Let's look back on a notable historical reference.
The Great Depression was starting in 1929. The two biggest manufacturers of breafast cereal were Post and Kellogg's. They had about an equal share of the marketplace, each trying to pull ahead of the other.
But the economy was shrinking fast, unemployment was the highest ever! Post decided to cut back on their marketing, a cost-cutting effort. Kellogg's chose to increase their spending straight through and beyond the depression, filling the void left by Post's retreat. The result? Kellogg's emerged as the enduring leader right through to today.
How can I improve my marketing?
You know your marketplace, you know who your target is and from where your leads are coming. You know the direction your market is moving, but you might not be sure how to engage with the right people to make sure your marketing gets results. By working with a knowlegable professional you can save time and make money!
Don't watch a void go unfilled, or worse -- don't let your competition fill that void! Stay the course, grow your presence and with it, your reputation. When the economy starts to pick up, you will be the front runner in your marketplace.
The bottom line: Create your own bright side and reap the rewards when the economy turns around in Westchester County, New York!
Donna LoPinto
Your Promotional Product Specialist
Print This!, Inc. We're Your Company's Holiday Store!
Tarrytown, New York 10591
Proudly servicing clients world-wide since 1990!
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