When the going gets tough!

“I got something to tell you. I got something to say. I’m gonna put this marketing plan in motion. Never let nothing stand in my way. When the going gets tough. The tough get marketing.” If they’ve made a song about it, it must be true. When the economy softens, there’s a temptation to cut back on marketing. That’s exactly the wrong thing to do. Look out for the seven most common blunders people make in a downturn...

Blunder no.1
“Marketing is just an expense – I don’t need it.”
Marketing is one of the few things you spend on, in which you can measure the benefit. Stop marketing and your sales may dry up. Spending money on other things like a new computer, may speed you up a bit, but probably isn’t going to bring any new orders. Marketing is an investment in future profits. Cut the investment and cut your profits.

Blunder no.2
“I’ll print my leaflets myself – that’ll save me a bit of money.”
What message are you sending to potential customers if you suddenly start making your leaflets at home on your inkjet printer? They’ll read that as a sign you’re in trouble and may not be around for the long haul. People need to trust you. Don’t be tempted to cut quality – it’ll hurt your image.

Blunder no.3
“I’m going to do the biggest campaign you’ve ever seen.”
Woah there cowboy! Everything in moderation. It’s true you’ll see some larger companies actually increase their marketing activity in times like these. They’re taking advantage of fewer competing messages fighting for attention, which means their “share of voice” increases. That doesn’t mean you should put all your chickens in one basket. Better to maintain (or slightly increase) your current activity, than to spend yourself into the ground.

Blunder no.4
“I’ll design my marketing myself and save money.”
Good design usually costs less than bad design. A survey published in Admap found creative design to have five times as much impact on profit as budget allocation. Make your marketing work harder – spend more on professional design (we can help) and you’ll be more likely to persuade people to buy.

Blunder no.5
“I’ll just wait until things get better.”
That might just be too late. It’s difficult to predict when things start to improve. If you stop marketing and wait until the first signs of recovery, you may miss the boat – a competitor who has been consistently keeping in touch with your customers may steal your thunder… and your customers.

Blunder no.6
“I need to focus on winning new business.”
Remember – it’s easiest to sell to existing clients. It’s vital you keep in touch with them, so think of clever ways of encouraging them to buy more. Send out monthly statements? Stick in a leaflet with an offer. Pop brochures in boxes leaving your factory or staple their receipt to a flyer. Spend your budget wisely.

Blunder no.7
“Other people are cutting back, so I will too.”
How many times did your mum ask “and if he jumped off a cliff would you do that too?” (Get some new material, woman.) The old dear was right though.
You don’t look like other people. You don’t smell like other people, so why on earth would you behave like other people? Be your own person… but watch what your competitors are doing. Like a hawk with eyes like an eagle holding binoculars.

During July, printing.com has cut the price of many of our most popular lines. Now’s a good time to dust off those marketing plans and get your phones ringing again. Call us today on 0800 19 555 90 for some great advice on how to win more business and save money at the same time.