- Go guerilla – It’s a great way to cut costs and differentiate your marketing efforts. What can you do that no one else is doing? Suppose you’ve just launched a new health drink targeting young people. Instead of spending thousands on yet another full page magazine ad, why not just pay a few college students to pass out coupons to all their friends?
- Be authentic, relevant, and believable – During recessionary times, people are looking for brands they can trust. If your brand comes across as out of touch or phony, your customers won’t give it the time of day. You must show your customers that you truly understand their needs, speak their language, and always follow through.
- Take advantage of new media – One of the best things about new technology enabled forms of media is their low cost. How much does it cost to upload a YouTube video? Or submit a blog posting? Or send out an email blast? The key to making new media effective is communicating a strong, consistent brand message in every media channel you use.
- Be a necessity, not an extra – Your customers are trimming their budgets. How do you avoid becoming another one of their cut backs? Offer real value. And prove it. Show that your product or service is essential to your customers’ needs and goals, then back it up with real reasons to believe.
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