Spark Issue # 028
April 17, 2008

Greetings SPARKers, with word of a recession drawing near, companies are scrambling to figure out how to adapt to the new economy. Don’t be afraid! Get motivated and keep those marketing wheels spinning.  In fact, marketing in a recession can actually benefit your company’s bottom-line. So during these tough economic times, buckle down and make your marketing plan a top priority. In this issue, we provide you several recession- proof marketing solutions.   

Resist the Temptation to Cut Back 
Whatever you do, don’t cut your marketing budget! Now is not the time to scale back your company’s marketing efforts.  In fact, brands that ramp up their marketing campaigns during a recession are more likely to see positive financial gains versus competitors who cut back on spending, according to researchers.  

Ditch the Bells and Whistles
Instead of focusing on the added bells and whistles that your product or service offers, emphasize its core values.  Consumers are more willing to do away with “frivolous” spending during a recession, so emphasize a basic business challenge and show them how your product or service is one that they cannot live without.   

Make Them an Offer They Can’t Resist 
Studies show that 67% of U.S. consumers are more likely to use coupons during a recession. So persuade your clients to continue their marketing by offering temporary price promotions, sweepstakes, mail-in orders, or reward longstanding clients.  Doing so will have your clients repeating the phrase “we are loyal” in no time.  

Keep Your Eyes on the Marketing Prize
There is no time like now to create and implement your marketing recession plan, to make sure that it meets long-term objectives once the tough times are over.  Did you know that U.S. consumer spending increases 9% after each recession? Adapt your plan accordingly so you can strategize your company’s marketing plan for the present, and the future.

There is Nothing Like Good old Fashioned
Press Coverage
There is nothing better than receiving good press. After all, the coverage is free of charge, and helps keep your clients and the public aware of your company’s good news, even in a recession.  PR is an excellent marketing tool that raises your brand’s image and awareness, and can help to position your company’s executive team as industry thought-leaders. So call that newspaper and start publicizing your great news today! Just because the economy is struggling doesn’t mean your company should. 

Higher profits and greater brand recognition are yours with these simple techniques dedicated to: targeting your clients in new and exciting ways; showcasing your brand’s value; and marketing right through the recession to find your company’s pot of gold.