This topic has been on my mind the last week (or so). Actually quite a bit these days, but mainly because we are coming to the end of the year and working with clients on budgets for next year.
As rosy as the news is that we’re moving out of the recession and that jobs are being created (and they are in certain areas) for many small businesses this has yet to show itself. My sense is we have a ways to go yet. This is reflected in client conversations for marketing and public relations for 2010.
It’s unfortunate, but many companies and people (who run the companies) believe that marketing and public relations can be ‘tabled’ during economically challenging times. Fourteen plus years in communications, public relations and marketing has demonstrated to me that those that take this approach will either be out of business and/or be making up significant time (and money) when things get good again. For those that take the financial risk and make the commitment to do something, now have a better change of emerging out of the recession ahead in brand recognition and customer retention. Actually for many small businesses that take this approach, many emerge with a larger customer base as people buy from businesses that are (or appear) stable in a recession.
Why? Customers (existing, new and prospective) are at heart individuals like you and me. I don’t know about you, but I whole heartily appreciate companies that keep me informed and engaged (not advertising) with what they are doing, who they’re partner with, what new products are coming out, etc. Many small business recognize that we don’t have a lot of spare $$ these days. However, the savvy ones know we’ll have money to spend one day and that we’ll most likely spend it with those that ‘kept us in the loop’ when times were tough.
What can you do? Check out this post to explore some examples.
The bottom line. Communications and marketing that is done smart and on a budget can make the difference between keeping and engaging new business. It’s at least something to keep in mind as you think about 2010.