In the tough economic times to come, customers will look for service and value when they choose which companies to do business with. Now’s a good time to make sure they won’t vanish when you’re not paying attention. Here are a few direct marketing suggestions to stay connected. 

Webinars with topics directly related to client economic issues  

Give the audience ideas and information in a way that will help them be successful as it relates to their issues. Provide timely updates to busy C-level and senior executives with a quick, one-hour webinar while providing smaller user groups with a live event such as a lunch-and-learn seminar. Don't worry about the number of attendees - concentrate on the quality of content and its relevance to targeted participants. 

Targeted e-mail  

Following on the footsteps of the webinar concept, provide e-mail content that is relevant to your audience. Make suggestions on repurposing existing ideas, assets or concepts (example: less branding, more targeted ad spending). Provide a case study or two with ROI and how to execute.  All of it, of course, should be free and easily accessible from the e-mail and on your web site. 

Competitors as channel partners 

This is typically a hard concept for most customers to understand. Why would anyone want to partner with their competitor? Competitors should be viewed as potential collaborators because they are experiencing the same issues you are. There may be synergy or possibly co-marketing dollars that will help both parties maintain customers during an economic downturn.  

Simply calling 

Sounds very simple, but calling customers (both C-level and frontline personnel) during an economic downturn can be very healthy if not downright smart on your part. Discuss specific scenarios they’re liable to face during tough times like recession, layoffs, acquisition or other major organizational change and provide suggestions and solutions to overcome them (example: ask to include and/or quote them in campaign ideas above). The simple act of asking will help keep your customers connected now and in the future. 

"Must Read" Resources 

Don't Stop Marketing: Marketing During an Economic Downturn By Vista Consulting  

Marketing In An Economic Downturn By Michael J Obrien

Facts on the Value of Marketing During an Economic Downturn/Recession By Demand Telemarketing, Inc.

Best,

Denice MacDonald