All Points Connect Blog

I recently read an article in Chief Marketer Magazine, “Why Aggressive Marketing Spending Makes Sense in a Recession”,  that led me to thinking about the application of this in the event marketing world.   After all, there is something to be said about the notion of taking risks in a time of recession.  Does it make sense? 

Writer Jamie King states, “It’s riskier not to take a risk” during these rough economic times.   The more I thought about it, the more I agreed and could see how this could apply to marketing; specifically, the benefit of non-traditional and grass roots marketing.  Right now brands are vying for consumer attention more than ever because consumers are in a sense, in charge.  They are saving money with coupons and spending more time bargain shopping.   Some are even willing to change brands to save money.   The recession is creating opportunities for companies to grab these new customers.   So, if it’s a recession, and we have limited spending, how can we afford to take the risk to get these customers? 

One thing you can’t help is a set budget.  Every company has one.  Whether or not you are a small company or a large company, you have budgets.  But, if you use them on smart marketing, it can have lasting results.  Perhaps it’s sending out a street to personally interact with your target audience or creating a custom event team to create buzz and excitement about your products at target events.  At a fraction of the cost of traditional marketing, you can directly reach consumers, hand them your product and get immediate feedback.   Once you’ve made that connection you are in the running for their business and continued loyalty.  How will you do it?

[The article mentioned above is available at: http://www.nxtbook.com/nxtbooks/penton/cm_20090809/index.php?startpage=14#/14]