In a difficult and challenging economy, small businesses tend to cut back and eliminate staff in order to keep their financials on track. 2009 was difficult for most of my client, but I was glad to see that the small businesses I dealt with knew better than cutting back on their marketing budget.
While most of the small-business market decrease, even eliminate, their marketing efforts due to finances… we need to keep in mind that this is the perfect time to actually increase budget pushing your marketing efforts even further. Your competition is pulling back from the market, therefore giving you the opportunity to actually STAND OUT and GET THROUGH the clutter – getting more results and response from your target market.
Also, a crucial point to keep in mind is the fact that marketing is a combination of resources through a combination of media. Although placing an ad in a newspaper for example might give you some results; we cannot ignore the fact that the combined efforts and presence on multiple media, such as newspaper, TV, Radio and online, give you better exposure therefore increasing your chances at better results.
We all know that it takes a lot more than one message to get consumers to take action. It takes more than one message to get through and have your message register in your target’s brain. Repetition is the key! Doing it over and over again proved to be successful.
Also, make sure that you keep track of your results. Which message is getting through? How? Why? and what kind of response are you getting from your target market? On the other hand, analyze why other messages are not getting through and find out how you can rectify the situation. Marketing is not a one-time shot. It is a continuous constant process!
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