3 Things Businesses Must Do
During A Recession!
(Continued from previous page)
me tell the tale of a 'successful' consultant in marketing. I worked
with a consulting company where there were so many clients that I
worked my buns off year after year. Addressing marketing for my clients
businesses is something I particularly liked and did quite well. I
came up with ideas that instantly shot my clients' success ratings
time moved along, I decided to start my own consulting firm. I applied
some basic fundamentals, got the promotional pieces ready and out
they went! I waited... Hmm... No response. Ok, I sent out another
set to the same people. I waited... Hmm... One or two responses.
Ok, I sent out another set to the same people. I waited... and I
waited... and I waited... Guess what? No new business. Now I couldn't
believe this. I was so successful with clients in the past. What
was this? I was perplexed. I kept mulling over my promotions. 'I
did it right, didn't I?'
promoted but my promotion was off the mark. Something was missing
in what I had done. I carefully investigated to find out what I
had done wrong. Luckily I had just completed a course of study toward
advanced certification that concerned evaluation and analysis of
business issues. I applied it immediately to my own promotion and
I found something that was very enlightening. There is more to marketing
than meets the eye. There is even exact proven technology on this
subject. As it happened, I was missing some key underlying points--even
though I had once been so successful. I had done some things right
but not consistently and never for my own company.
back to college and completed a full course on the subject of marketing.
You must be consistent, and to do this you need to really understand
the underlying basics. These must be applied especially when things
get tight or tough like in a recession. Otherwise you can spend
a fortune you don't have and may still get end up a loser."
Sanders: "I want to share with you the pattern I
have followed very successfully for 25 years as a business consultant
to 300 different industries and professions.
first action when a business is downtrending, which most are in
the case of a recession, is to grab the last successful marketing
campaign that was run and instantly repeat it as inexpensively as
possible. I want to obtain an instant surge in business.
I'll locate any successful campaign I've seen run that I think could
work well for this particular business and run again without great
expense. Then I run that campaign right away, bang!
while those campaigns are moving forward, I'll work out a campaign
based on a full utilization of marketing basics. This includes a
battery of surveys of existing customers (a.k.a. clients or patients),
as well as surveys of prospects. This takes time, so I don't just
put all marketing on hold while we get it done. Sometimes the first
two steps above alone are successful, but in a recession it almost
always takes fresh new market research to really finally create
example, I have a client in the art distribution business. As the
recession set in, art sales suffered as buyer's incomes began to
lessen or even dry up weakening their wholesale market. So first
I had them do some mailings that had previously worked.
we created some new catalogs and a new newsletter to send out to
pump up the wholesale business. But moving products as a wholesaler
requires that the stores and galleries you are supplying also market
effectively in their market areas, something we could not effectively
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