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"Recession Proof Marketing Is Simply Good Marketing - Here's 8 Of The Best"
Okay let's cut to the chase. Everybody's talking about a worldwide recession. We seem to be over-run by pessimists. Unfortunately this type of 'talking up the recession' rubs off on people. People get worried. People get scared. People start putting in place contingency plans.
I'm not like that - and nor should you be. Even if your country goes into a recession - there's nothing to worry about as long as you keep marketing. This article explains what you should be doing!
Before we start, here are some interesting facts...
...In a Morril survey of 40,000 men and women involved in the purchase of products and services over a five year period, it was found that share of market went up in bad times - when marketing WAS continued.
...Studies of the last six recessions have demonstrated that companies which do NOT cut back their marketing budgets, achieve greater increases in profit than companies which do cut back.
So if times are tough for you at the moment (or in the future) because of economic factors or personal circumstances one thing's clear - DON'T STOP MARKETING. If you stop marketing - your business will fail - pure and simple!
This article shows you some proven low cost marketing tools you can use in difficult times. Please note these marketing tools should be part of your overall strategy irrespective of your economic situation. They are extremely effective. They are what I call 'recession proof service business marketing tools.'
1. Reactivate "dead clients"
Contact past customers or clients who you previously did work for. The quickest way is to call them and say "Hello, it's Julie. I'm calling just to touch base and see how you're doing, since it's been a few months since we last spoke." Ask them what's going on with their business, home etc.
Don't specifically ask them for work but end the conversation - "Well it's been good talking with you. Keep in touch, and if there's anything I can ever help you with, don't hesitate to give me a call."
You can send a letter if you prefer. Whatever you do don't say you're quiet and need work. You'll sound desperate, and even if you are, never give your clients this impression.
The purpose of the call is to keep in touch and serve them better. You'll be surprised how many ex-clients will give you some more work!
2. Give a superior service to your customers/clients
In difficult times you want to hold on to your current customers. Give them more than they expect. Serve them well - better than before.
3. Use cross sell and up sell to get more money from new and existing clients
This is a great failing in many service businesses. It's so easy to sell more to a customer once they've taken that first step and said, "Yes."
Make sure you're taking every available opportunity to sell more services to your customers.
4. Plan an aggressive new business marketing campaign
It pains me to say this because this should never occur.
You should be continually marketing - if you're a POWER Marketer. The main reason for this is that relationship building takes time. If you start now it may take another 6 months before you see the fruits of your marketing. Continually marketing takes this problem away.
5. Experiment and test your marketing
This is the only way to get more for less. Test your headlines, your offers, and your lists.
6. Execute a postcard mailing
Postcard mailings can be excellent for lead generation. One of my accountancy POWER Marketers recently got an 11% response from a lead generation postcard mailing. They're inexpensive to produce and you pay the lowest postage rate!
7. Use broadcast fax advertising
Again like all these things I'm talking about - fax broadcast should be one of your regular marketing tools.
In the UK a fax can be sent for as little as 3 or 4 pence depending on the volume you send (and even less in places like the US).
20,000 faxes for example, can be sent for just £800 (at 4 pence each). Better still that cost includes the list, and you've got no print cost.
As long as you follow some simple (little known) advertising techniques specific to broadcast fax - you can't go wrong!
8. Set up a planned contact strategy
Make sure you're contacting your prospects and clients at least once every 6 weeks and preferably once every month.
Putting in place a contact strategy like this is one of the most powerful and effective things you can do. If you don't already do this - I urge you to do it now. You won't believe the results!
Above all else as long as you have a marketing activity plan running throughout the year - you'll succeed. You'll astonish the scare-mongers, and leave your competitors behind.
Please don't dismiss this advice. It's advice you should adopt in any economic situation - good or bad!