Marketing in Downtimes - December 2002

Presidents December 2002 Column

Marketing in Downtimes
Michael Collins
President’s Column
December 2002

Ask most business owners how they market in the downtimes and their answer is short and succinct: they don't.


But while financial belt-tightening may be the order of the day during economic downturns, marketing shouldn't be one of the projects that is put off until 'times get better.' By adopting guerrilla marketing tactics, you can keep your business name in the forefront without spending a small fortune.


When was the last time you solicited comments from your customers? If you haven't done it in the past six months, you're overdue. Develop a one-page self-mailer questionnaire with simple check boxes and a few lines for additional comments.


Consider the following questions: What do you like most about our company? How can we improve our service to you? Are there additional products or services we could offer? Encourage responses by holding a drawing on a specified date and rewarding the winner with a company gift certificate or other award. And always thank them for their input.

Press releases are an often-overlooked avenue to announce major business news: moving to a new location, adding a new product, signing a major client or celebrating an anniversary. You can also write informational releases, giving your customers "news they can use." Think of the questions you answer on a daily basis or the tips you offer as a matter of course. These are the meat-and-potatoes of your message.

Economical and efficient, postcards are an excellent tool to get your company's news out in the marketplace. You can also use postcards to keep in touch with existing clients and new prospects. Quarterly "fun cards," listing upcoming unusual holidays or special events, will keep your company's name in the forefront while adding humor to the work day.


Undertake some joint marketing with a company whose products or services complement yours. A well-written advertorial or direct mail piece can promote both companies, and by combining your market base, you each get double exposure at half the cost.


While these strategies may take some time and money, you'll soon find out that the results are well worth the investment.

Michael Collins