5 Marketing Ideas To Recession-Proof Your Business


Two-thirds of 52 leading economists in a recent USA Today poll believe that “the U.S. economy is in a recession.”

The natural inclination for some businesses, especially small and mid-sized operations, might be to scale back on marketing activities in an effort to save money. Though this is a challenging time, there’s also a great opportunity to roll out a few cost-effective marketing tactics to keep your company’s name in the public eye. Here are five marketing ideas that can help you recession-proof your business:

  1. Launch an e-newsletter: An e-newsletter is an affordable way to stay connected to your customers and attract new business. Start collecting email addresses from your customers to build your database – and even invite them to contribute ideas. There are services on the market that distribute to and manage the contacts for e-newsletters. Constant Contact is probably the most popular. This newsletter will represent your company so think carefully about its design, name, and editorial layout.
  2. Sponsor a Community Event: Sponsoring a community event can generate awareness about your business and show your commitment to the community. Identify an upcoming community event that aligns with the core value of your business and find out how you can help. Sponsorship contributions don’t always have to be in the form of cash. If you own a restaurant, donate food. If you operate a graphic design firm, volunteer to build a website or design fliers. Be creative and lend a hand.
  3. Jumpstart your public relations activities: Public relations is a good tool to use as a marketing tactic because it generates free media coverage. Think about an interesting angle for your business and the services you offer, then write a press release and distribute to a targeted list of media contacts.
  4. Start (or continue) advertising: Now is not the time to slack up on your advertising – you need to communicate with the public. Pinpoint several print or broadcast outlets (or even websites) that appeal to your target audience and place a call to the outlet’s sales rep. They can help you put together an ad campaign that’s within your budget.
  5. Keep your eye on the goal – your customers: Your customers are the backbone of your business. Find new ways to serve them that takes the pinch out of the economic downturn. Do you need to offer more specials or bundle services? Learn what your customers need and try to deliver. Keep them happy, and you will be, too.

How are you using marketing to recession-proof your business?

About Kristina Hill

An expert in marketing communications, Kristina Hill provides integrated marketing consulting services to small and mid-sized businesses through MarComm Creative Group, LLC. The business offers an array of services, including: public relations and media relations; media planning and placement; integrated marketing plan development and execution; and article, website, advertising, editorial, and sponsorship writing.

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2 Responses to “5 Marketing Ideas To Recession-Proof Your Business”

  1. Customer Flypaper» Blog Archive » Marketing In A Down Economy, Part II Says:

    […] few months ago, I wrote a post called “5 Marketing Ideas To Recession-Proof Your Business.”  I used the post to suggest a few cost-effective tactics that businesses can use to help […]

  2. CD Rates Says:

    Great article, you must have done a fair amount of research for it eh? Well done on it, really.

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