ZDO Blog
The Return of Marketing
You may work for one of the seemingly hundreds of thousands of companies that cut back on their marketing and advertising investments in this less-than-convincing economy. And you may be able to cite a half-dozen good reasons why your company cut back. But the truth of the matter is, there really are no good reasons to let a tough economic situation dictate an interruption in your marketing plan for the year. What is more likely the case, is that you didn’t have a marketing plan for the year, and so it’s no big deal to cut back expenses there when budgets need to be tightened up.
What you might soon learn, though, is that your competition has a plan and they have kept faithful to the plan while you were cutting back and even putting yours on hiatus for a few months.
We’ve seen dozens of companies jumping back on the proverbial bandwagon in an effort to try to get their marketing initiatives fired back up, and they’re realizing that there’s lost ground to recapture. A lot of lost ground. And there’s lost momentum to regain. You may have been top-of-mind to your target audience before the economic downturn, but because you cut back so much, you opened the door for your competitors to get a shoe-in. Plus, because of your cut back in marketing, your target audience may have lost sight of you and now sees you as just a little bit weaker than before.
All in all, there’s much to do to get back on top of your marketing game. There may even be an image to re-craft and get back out in front of your target audience. With the tough year most business has experienced, it’s more important than ever for you and your company to instill confidence in your distribution channels. In your sales force. In your clients. And the most effective way to do so, is to promote the message that you’ve emerged from this lean economic time stronger than ever.
Bryon D. Zimmerman, CEO
12.04.2010. 14:55
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