My survival kit

1. MY ATTITUDE – We are in a deep recession. Some businesses will survive; some will not. This is not about some far-off corporation. This is about me. I WILL SURVIVE.
(a) Survival is up to me, and I can do it.
(b) No bailout is coming. If it should come I will consider it a bonus. I will not let the bad news get my dobber down, and I will not wait for help.
(c) I will trim the fat and get my team lean, but I will recognize that alone will not do the job ahead.
(d) I will keep long-range marketing strategy in mind, but I will recognize this is about selling and collecting for work done. Cash is king in a recession.
(e) Some of my market is still out there. I will find it, and using ethical practices, I will get my share.

2. MY GAME PLAN – I will take the time to analyze my situation and set my sales/marketing game plan.
(a) My focused/prioritized game plan will be in writing, on no more than one sheet of paper. If it is only in my head, it is not a plan. It is my To-Do list and I am committed to it.
(b) Showing this plan to others forces my commitment to it, and may give me some good, usable ideas. I will share this Game Plan with …
… my family. Look out for long hours.
… my business associates. Get everybody on the same page.
… my extended business team. My banker first. CPA. Lawyer. Suppliers. Other business associates who can help you achieve your goals.
… I will stay positioned for opportunity. This game plan is in writing, but it is not writ in stone. When an unexpected opportunity arises, I will jump all over it. If that changes my Game Plan I will edit it in writing and share it with the people listed above.
… I will be creative. New markets? Use new marketing tools. New or adapted products.
(c) I will plan every work week with my Game Plan in mind, and either re-commit to it, or tweak it to make it more effective.

3. MY MARKETING PROGRAM: SOME BASICS – I will step up my marketing program, and set it on auto-pilot so I can focus on closing sales and collecting money. Cash is still king, but marketing and sales is where the cash comes from.
(a) Audit the basics --: My personal appearance. Calling cards by the bushel. Signage and appearance at your business location. How is my phone answered? Can I make it easier for people to find me? What does my website appearance say about my company? (more on this later)
(b) Capitalize on your unused strengths --. For instance: a Green Street location sees 25,000 cars an hour during business hours. Be sure they see you.
(c) See and be seen – Attend Chamber of Commerce events. Be part of civic club activities and civic events. Exhibit (or at least attend) appropriate trade shows and conventions.

4. TRADITIONAL MEDIA – One-way mass communications is still important to create awareness of your company and its products/services. More and more this media is being used to drive prospective customers to your website where you have more room to talk to them, more ways for them to talk to you, ways to identify prospects, and measure the effectiveness of your advertising dollars. Some thoughts:
(a) TV – this is the most expensive medium (total cost, not cost per M), and still the most effective for consumer products. For the most part it is no more effective than the creativity of the spots (i.e. The AFLAC duck)
(b) Radio has a great advantage with its morning and afternoon CAPTIVE AUDIENCE in drive time, and is gaining a new following with talk radio. Many audiences can be targeted because of the hour they go to work.
(c) Newspapers are still the dominant medium for retailers that sell multiple products at bargain prices. America’s large newspapers are in financial trouble because of the loss of circulation, and thus the loss of advertising revenue.
(d) Targeted media can be used very effectively for some niche markets... Business Link, trade publications, magazines.
(e) The phone book. We probably get more questions about this than anything clients spend money for. (In most cases I recommend a one-inch in-line ad that has your phone number but sends prospects to your web site – GS)
(f) Billboards, Outdoor – valuable in high traffic areas for nearby businesses (i.e. subdivisions)
5. INTERNET MARKETING – There is good reason digital marketing has taken the mainstream position in marketing: it works, and can run rings around “old marketing” systems. Digital marketing can reach large numbers of prospects at low cost. It can target prospects. It allows prospects to find you. It can measure the reach and effectiveness of your message. And something we tend to overlook, it is on duty 24/7. Some thoughts and suggestions:
(a) Review your website. Pull up your competition and compare theirs with yours. Your website is a prospect’s first impression of you. How do you stack up?
(b) Go to Google and pretend you are a prospect searching for your product/service. See what comes up. Also Google your company name (or your name) and see what happens.
(c) Make your website address a MAJOR part of all your printed and/or advertising materials. Make yourself a promise: I will not hide my website address in tiny, agate type alongside my phone number ever again.
(d) Several low-cost enhancements are available that will immediately give you an up-to-date, competitive appearance: Improved design and image; easy navigation; strong calls to action; interactive elements; an e-mail sign up box; and much more.
(e) Enhancements that can be a tad more expensive, but are a good investment, include: flash or interactive elements; rotating pictures; pictures rotating with text; movies; TV spots.
(f) Build an e-mail list and use it. Your best prospects will always be your past and present customers – start with them. This can be tedious, time consuming work, but it can be some of the best marketing time you can spend.
(g) Consider an e-mail newsletter. The work is in developing content that is of value to your prospects, but the “mailing” cost is zero.
(h) Explore Search Engine Optimization (SEO). This improves your position on the list put out by Google (and others) when someone is searching for your product/service. (I recommend you get a professional to work with you on this – GS)
(i) Explore pay-per-click. This can give you live leads at low cost, or it can bomb and cost you a bundle. (again, I suggest you get professional advice on this).
(j) Be creative. Consider use of the social networks: Facebook, You Tube, Twitter. How about a Podcast. Or a BLOG (for my political and history commentary BLOG go to http://GordonSawyer.wordpress.com or Google Gordon Sawyer Window On Green Street).
6. STAY POSITIONED TO GROW – The recession will not last forever. The marketing you do during the recession will give you a running start on your competition when the economy turns.
(a) Keep in mind the things you feel will improve your marketing, but cannot be done right now because of budget constraints. They will be useful in better times.
(b) Build the e-mail list with the future in mind. Segment it as appropriate.
(c) Analyze your competition all during the recession, and take advantage of any openings they leave, especially if they cut back on marketing or advertising.
(d) Be positive. Be innovative. Many companies have used aggressive recession marketing to gain share-of-market, and that market gain can usually be maintained as the economy returns to normalcy.

7. And did I mention … calling cards.