Don't punt your marketing budget
Economic times are difficult – or so the press and the numbers keep repeating. But many of the small business owners I have been talking with say business is steady – its just the fluff – the inquiries that never amount to anything – that have dropped off. For them, this means they have an easier time focusing on the customers and prospects that really want to do something and spend money with them.
But that drumbeat from the news is still in the background – and your reaction as a business owner may be to cut back – conserve cash. Here is some contrary advice – cut back if you must, but don’t cut your marketing budget. Why not? Well, because everyone else is! Huh? you say?
Marketing is about reaching the people who will want your product or service with some level of frequency. It means cutting through the clutter and getting their attention. Well, if everyone else is cutting back on marketing, it means there is less clutter for you to cut through. Media and marketing services are more negotiable in tough times – so you can get more for your money – more frequency.
So there it is in a nutshell – cut back where you have to – cut out the fluff or the fat – but marketing is the meat that will drive your business and there is no time like a down-time to spend at a steady rate and get more for your investment. Let me know what you think!
Date: January 13, 2009