In my never ending attempt to educate clients about the importance of marketing in a recession, I came across an article by Mark Bower that pretty much sums it up.
His summary is bang on so I have copied it –
‘In summary, the role of marketing during a recession is more important than ever. But we aren’t talking about merely implementing a fancy new poster campaign or popping an ad in the local paper here. This is a time for proper ‘back to basics’ marketing in its purest form. It’s a time to ask – possibly for the first time in quite a while – some of those big, scary questions about who we are and what we really offer as a business and to take a long, cold, hard look at what we need to do to make ourselves stronger, better, faster, smarter and more relevant.’
Businesses – You don’t need to contact a large ‘agency’ who will offer you all sorts of unwanted and unnecessary creative campaigns. What I suggest is contacting an experienced consultant who can objectively help your business set goals and implement the strategy behind achieving them.