Top 10 Tips for Marketing in a Recession

Download the Full Version of our Free Report: Top 10 Tips for Marketing in a Recession at www.theprmg.com/marketing

Just because we are in the middle of a recession, it doesn’t mean your business has to be in one. In fact, I have never been more optimistic than I am about 2009 and the prospects of growing my business and that of our clients.

At PRMG, we continue to grow our business. Like many businesses, we’ve had a few losses and a few gains, but our clients realize that we provide them with value for our services and continue to provide them with the opportunity to grow in good times and in bad.

First, it is important to take an historical perspective which tells me that things are never as good or as bad as they seem. Yes, retail sales reports for November and December showed a 2% decline, but that means that sales were 98% of what they were the year before and higher than what they were in 2006. A number of retailers had their best years yet. Nationally, unemployment is up about 2% from its average during the past decade of about 5% (economists consider employment full at about a 4% unemployment rate to account for persons leaving jobs for non-economic reasons). In other words, 93% of Americans are employed and our unemployment rate remains 3 percentage points better than what many Western European countries see during good economic times. Locally (Suffolk/Nassau, New York), for November, unemployment stood at 5.2%.

With lower costs, including the cost of advertising, labor and greater availability of qualified personnel, recessions are often the best time for businesses to expand. In recessions, new industries and opportunities are created. Effective marketing can help you tap into these new opportunities and expand your business, despite the poor economy.

Here are PRMG’s tips for marketing in a recession:
1. Focus on your Current Clients.
2. Expand Business from Current Clients.
3. Grow by Concentrating on Prospects.
4. Solicit New Business using Low-Cost Methods.
5. Gain Earned Media.
6. Build your Web Traffic.
7. Pay for Results.
8. Get out of the Office or Store.
9. Create Events to Increase Traffic.
10. Advertise, Advertise, Advertise!

Download the Full Version of our Free Report: Top 10 Tips for Marketing in a Recession at www.theprmg.com/marketing

What's Happening at PRMG

The past several months at PRMG have been especially challenging and successful, as we have seen several years of hard work be rewarded and our firm grow in stature and recognition as one of the preeminent firms in the region across several of our business areas. It is the integration of PR, Video, Web and Design that allows our firm to stand out, provide tools and solutions to our clients, while maintaining high quality and value.

Over the past several months we have handled several media events including attorney Sanford L Pirotin's announcement of a lawsuit against Nassau County for the deaths of two young children.

For the Ward Melville Heritage Organization we handled the announcement of the placement of the Brewster House on the National Register of Historic Places.

The Writer's Strike and Advertising

As Hollywood studios and producers negotiate with the Writers Guild of America, primetime programming on the major networks has turned to endless reruns. A recent article in the NY Post stated “A survey from ad-buying firm Carat found that just 16 percent of primetime viewers said they would continue to watch their favorite TV shows in repeats. The other 84 percent said they either "would not" or "may not" watch shows in repeats. Of those, 54 percent said they would go online instead, followed by those who said they would channel surf until they found something interesting.” This could be a great opportunity to reach new clients with cable advertising.

With more viewers searching for entertainment, cable ratings will be on the rise. Many cable networks are debuting new reality programs, or offering classic episodes of popular series. In short, cable is going to benefit from the major network’s misfortune. This allows advertisers to reach more people for the same advertising rates. If you aren’t advertising this month, it’s not too late to get on the air and take advantage of this opportunity. If you are advertising, you may want to consider adding specific networks or programs that are generating a buzz.

If you’d like to explore your options, call my office to discover the most effective course of action. We can review schedules and networks that will help you attract new clients and maximize your budget.

New Year's Resolutions for Business!

For 2008, businesses should resolve to do better. The Public Relations and Marketing Group has the tools to help you reach your goals.

1. Make More Money
Do you want to make more money? Sure, we all do. A comprehensive marketing plan is the most effective way to increase sales. For most business owners, the day-to-day duties of running a business keep them from focusing on marketing, or worse, they may feel that the costs of marketing and advertising are out of reach. However, marketing and advertising can be affordable and effective with careful planning. Is this the year you give your website an overhaul and make search engine optimization a priority? Do you announce big sales with television commercials? PRMG can help you design a marketing plan for a more profitable 2008.

2. Get New Clients
Networking is one way to meet referral sources and potential clients, but it can be time consuming and is hit-or-miss. Try sending a monthly e-newsletter to people you’ve met at meetings or people in related industries. It’s inexpensive and with the right design, it will set you apart from the competition. You can offer helpful hints about your industry and current trends. PRMG can craft cutting edge E-newsletters, sales slicks or promotional giveaways to help you turn leads into clients.

3. Keep Your Current Clients Happy
Keeping in regular contact with all your clients can be tough. Some clients demand more of your time than others. Some are low maintenance. Some get lost in the shuffle. Give your clients another reason to rely on you by sending them a newsletter that highlights trends or comments on news reports in your industry. For the personal touch, send an email to a client with a link to an article you think would be interesting to them. Even if you don’t have an active project with the client, it shows that you value their business and haven’t forgotten them. It’s cheaper than a cookie basket and easier on the waistline too.

4. Get Name Recognition
It never hurts to be active in your community and letting people know what you’re doing may increase business too. Every business has something to offer the community. You may sponsor a little league team, a school career day or blood drive. Employees may raise money for a charity. A press release or photograph sent to a local paper could turn into a story, which could lead to more customers. A car wash to benefit needy children could attract news crews from a television station. Chances are you’re already doing something in your community. A press release is a simple way to get your business into the paper for doing something good. PRMG can help you write a press release, media advisory, take photos and videos of your events, as well as contact the media on your behalf.

At the PRMG, our goal is your success.