Mr. Marketing: Tough times? Increase marketing

Given the economy I understand the temptation, but strongly recommend against it. If anything you should INCREASE marketing so prospective customers know you’re still around.

Business consultant Peter Drucker once observed; “Action without communication is like winking at a pretty girl in a dark room. YOU know what you’re doing, but nobody else does.” A business operates the same way, communicating the opportunity to buy results in educated customers and, in time, sales.

A sign over my desk says, “Cutting advertising dollars to save money is like taking the hands off a clock to save time.” Neither achieves its intended goal very well.

Remember — your goal in business is to sell something and get customers to buy it, return to buy again, and refer their friends your way. But not talking about your business? Not so good.

Now I get to wag my finger, saying, “Out of sight is out of mind.” I also get to remind you that people are so distracted these days with talk of war, economic policy, and politics that they forget what businesses are in their neighborhood, let alone who they might do business with beyond their normal providers.

Then there’s the reality that the economic pie is a limited size. So unless you’re a customer’s regular provider, you must offer reasons to try you instead. Competitors are trying to steal your customers, even as you try to steal theirs. The only way your business will be successful is with a consistent, ongoing commitment to marketing.

That’s where promotions (coupons, contests), word of mouth (Facebook, bring-a-friend programs), public relations (events, articles), and drip campaigns (postcards, newsletters) come into play.

Successful marketing requires message continuity and effort. An e-mail campaign, for example, won’t cost much, but requires you consistently collect customer e-mail addresses.

Bottom line: If you cut back outreach efforts and your competitor increases his advertising, I can pretty much guarantee he’ll steal a bunch of your customers. However, if he cuts his advertising and you increase yours, he may be coming to you shortly asking for a job.

With that said, I wish you a week of profitable marketing.

Mr. Marketing has never seen a successful business that didn’t intelligently brand and market itself. Send him your questions or comments at www.askmrmarketing.com.