I know. Believe me, I know.

I live and work on a farm, and my dad owns a metal building company. If anyone has felt the pinch of a slowing economy, agriculture and construction are certainly in the mix.

But guess what?

Now is just as good, probably even better, of a time to increase your outreach and promotional projects. That’s right. Increase.

Sure, the easy thing to do is nix “marketing” and “communications” and “advertising” as line items from your budget when you begin cinching the belt. But is it really a good business decision in the long-run?

The recession, or dip, we’re currently in is a short-run situation. Companies that survive the short-run must have a long-run strategy and way of thinking. If not, what’s the point of surviving the short-run to begin with?

If business has slowed some (or even a bunch), cutting advertising and marketing projects only removes you even more from your customers. Then, when things recover, if they haven’t already found a new supplier, there’s a strong possibility they will. That is generally what happens when you let them forget you.

But, if you just can’t justify that full-page color print ad anymore, there are alternatives. Maybe it’s just time to reevaluate your advertising strategy, rather than abandon it altogether.

It might make more sense to start an email newsletter. These are fairly inexpensive, and let you reach your customers quickly. If nothing else, just to say, “Hi. I’m still here. Doing well, how about you? Just wanted you to know we’re ready for your business when you are. We’ll be here.”

Because if there’s anything that makes a customer nervous, it is dealing with a company they don’t fully trust to stick with them.

Other simple projects might be a postcard, or even a phone call. Now there’s an idea. Talking with your customers one-on-one. It’s nearly unheard of these days. Which is exactly why it might be the thing to do. You will certainly stand out, and they will definitely remember you.

Need some more ideas? Or assistance implementing them? I’d be happy to help. You can give me a call today to get started.

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