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Great Time to Spend Marketing Dollars!
By Bob Grant, President, Grant Marketing

Let's face it, everyone is getting a little nervous about the economy, and as a result many companies will begin cutting back on advertising and marketing --- big mistake!

Okay, call me crazy! But, yes it is a great time to increase your marketing efforts. Let's face it, everyone is getting a little nervous about the economy, and as a result many companies will begin cutting back on advertising and marketing --- big mistake!

I have been in this business for more than 30 years and there are two things that I can guarantee will happen in a down economy. One, most companies, looking to cut operating costs, will cut their marketing budget. Two, smart companies will see this as an opportunity to get recognized in the market place and get an edge over their competition.

Here are some practical tips on how to spend your marketing dollars prudently:
  1. Take out an ad in that favorite trade magazine. Publishers will see a decrease in overall ad spending and will be receptive to working on more favorable rates for those companies that do place ad space.
  2. Direct Mail still works! You don't need to spend a lot of money here. Simple designed postcards with an attention getting message can be sent to your targeted customers and prospects on a regular basis. Don't forget to connect your call to action to a landing page on your website.
  3. Press Releases - Online! Get those press releases written about events in your company, new products, new customers, awards, etc. Put them up online through PRWeb, or one of many online PR distribution outlets. Write them to reflect the "keywords" of your company and products so that they get picked up on search engines and blogs.
  4. Online Advertising - Minimally, set up a Google AdWords campaign for an affordable budget and drive traffic to your website. Also look for free links from industry and business associations.
  5. Refresh your brand! Does your company stand out from the crowd? Do your customers and prospects know why you are different from anyone else in the marketplace, or are you a commodity?


Bob Grant, President of Grant Marketing ( www.grantmarketing.com ) in Newton MA, specializes in B2B Marketing and Marketing Communications. Bob can reached at 617.796.0186, by email: bob.grant@grantmarketing.com  or visit the Grant Marketing website for more information.

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