The experts agree it’s time to get your marketing/pr running full spin and this despite budget cuts and market slow down. These times have happened in the past; the clear winners have emerged in the end from those that have demonstrated leadership by endorsing a simple but winning strategy. This strategy is: raising awareness of their products or destinations with unwavering energy. Showing some panache is not for the faint of heart, but when you think about it, any sign of bright and bushy tail vigor goes a long way when the competition is busy being sorry for itself or is waiting for a handout that is likely not going to happen.
Managers in emerging markets realize that turbulent financial times can be a tremendous opportunity to strengthen competitive position and financial performance — with the right mix of strategy and innovations. – MARTIN S. ROTH and RICHARD ETTENSON
…also watch this video interview. It certainly provides a fresh perspective: a twist on conventional wisdom about retrenching marketing dollars in a downturn.
Having a positive presence out there matters more than ever and is more noticeable than ever. Making the media aware of your story ideas and bringing some fun and entertainment into your postings makes waves and gives value to your offerings like never before. It is not the economists that make the economy, it’s you and me. If the economy is uncertain, it is because we are uncertain.
Why do I know that? In 1983 I started a printing business with some peers at the epicenter of the last downturn. We were so enthusiastic about it that it was infectious to our clientele. Clients shop where they know that their experience is likely to be awesome from start (promotion) to the after-sales servicing. The business did very well and placed itself as a winner locally and was a key player when we saw the marketplace restored. We simply positioned the business to be the leader, ready for the upturn. I have since sold my share in the company. This glorious and successful adventure—I call it my best mistake. This has taught me first hand that, in a downturn, positively engaging your relations with the media, promoting your presence with energy is a win-win proposition and it costs almost nothing, if you are ready to be consistent at it.
This may surprise a few but the Media likes good news.