Marketing in a Recession: Keep It Simple
The message is clear for cost-effective marketing for small businesses and nonprofits during the economic downturn — keep marketing, but keep it simple. The challenge is to do more with less, but the question remains, what’s are the best choices for my business or nonprofit?
I’m an enthusiastic follower of some of the most generous marketing resources on the web — Marketing Profs, Jim Jantsch, Andy Wibbels and Beth Kanter among them. The good news is that there are tons of tools and resources. The bad news is that the information overload can be overwhelming for small businesses and nonprofits trying to hang on with slimmed-down budgets and accelerated revenue goals. The temptation is to seize a couple of the latest cool tactics and apply them without a goal-focused process customized and scaled to each situation.
“Thumbnail Marketing” is an attempt to cut through the clutter. As an information specialist, I’m often asked by my clients to assess the options, do the analysis and make recommendations that are strategic, manageable and affordable. Remember the Three Bears when you look at your marketing roadmap — not too broad, not too narrow, but just right.
When the post-recession uptick begins, we’ll not be returning to the old ways. So, rather than live with that “deer in the headlights” feeling any longer, let’s recalibrate creatively to take care of the present and be ready for the next phase.
The first assignment as you get a grip on your marketing now is this — begin with the end in mind.
