Comments on: So…Looks Like We Are In a Recession. Never Fear Marketers Are Here! http://www.amaboston.net/2008/11/13/so%e2%80%a6looks-like-we-are-in-a-recession-never-fear-marketers-are-here/ The Boston area marketing blog Thu, 09 Sep 2010 09:07:04 +0000 http://wordpress.org/?v=2.3.2 By: Rick http://www.amaboston.net/2008/11/13/so%e2%80%a6looks-like-we-are-in-a-recession-never-fear-marketers-are-here/#comment-1006 Rick Mon, 08 Dec 2008 22:15:51 +0000 http://www.amaboston.net/2008/11/13/so%e2%80%a6looks-like-we-are-in-a-recession-never-fear-marketers-are-here/#comment-1006 Anna, Totally agree on email marketing being one of the best ways to go - both for reaching new prospects inexpensively, and for farming the "installed base" of existing customers. During tough times, customers become much more risk-averse, so it's often a lot easier to cross-sell, up-sell and go deeper with these existing customers (vs. acquiring new ones.) One of the keys we've found is using email marketing to efficiently identity the "active" customers - the ones with money who are still actively engaged and doing business normally (versus the "inactive" ones who are hunkering down and riding things out - and not spending much if at all). Being more precise and targeted is the key. Rick Braddy President/CEO Conxentric, Inc. Anna,

Totally agree on email marketing being one of the best ways to go - both for reaching new prospects inexpensively, and for farming the “installed base” of existing customers.

During tough times, customers become much more risk-averse, so it’s often a lot easier to cross-sell, up-sell and go deeper with these existing customers (vs. acquiring new ones.)

One of the keys we’ve found is using email marketing to efficiently identity the “active” customers - the ones with money who are still actively engaged and doing business normally (versus the “inactive” ones who are hunkering down and riding things out - and not spending much if at all).

Being more precise and targeted is the key.

Rick Braddy
President/CEO
Conxentric, Inc.

]]> By: Anna Barcelos, Contributor, AMA Boston http://www.amaboston.net/2008/11/13/so%e2%80%a6looks-like-we-are-in-a-recession-never-fear-marketers-are-here/#comment-967 Anna Barcelos, Contributor, AMA Boston Wed, 19 Nov 2008 03:17:37 +0000 http://www.amaboston.net/2008/11/13/so%e2%80%a6looks-like-we-are-in-a-recession-never-fear-marketers-are-here/#comment-967 Thanks Steve. You are absolutely right. A recession shouldn't scare marketers because there are so many cost-effective ways to reach audiences without exhausting budgets. I've lived it working for small businesses on a shoestring marketing budget. You get creative by default. Thanks for the terrific response! Thanks Steve. You are absolutely right. A recession shouldn’t scare marketers because there are so many cost-effective ways to reach audiences without exhausting budgets. I’ve lived it working for small businesses on a shoestring marketing budget. You get creative by default. Thanks for the terrific response!

]]> By: Steven Halling http://www.amaboston.net/2008/11/13/so%e2%80%a6looks-like-we-are-in-a-recession-never-fear-marketers-are-here/#comment-964 Steven Halling Mon, 17 Nov 2008 22:28:56 +0000 http://www.amaboston.net/2008/11/13/so%e2%80%a6looks-like-we-are-in-a-recession-never-fear-marketers-are-here/#comment-964 Anna, Great insights. You are right, budgets are being cut, but this is not the time to pull back into our shells. Businesses will look to marketing first to find ways to keep up lead gen, even in the toughest of times. Your ideas are great ways to do that. The only thing I would add is to look again at every touchpoint for customers and prospects. Anywhere you can get a message to people about what you can do for them - do it! Great leads come from the damnedest places. -Steve Halling Brand Strategist AMA Boston Board of Directors Anna,
Great insights. You are right, budgets are being cut, but this is not the time to pull back into our shells. Businesses will look to marketing first to find ways to keep up lead gen, even in the toughest of times. Your ideas are great ways to do that.

The only thing I would add is to look again at every touchpoint for customers and prospects. Anywhere you can get a message to people about what you can do for them - do it! Great leads come from the damnedest places.

-Steve Halling
Brand Strategist
AMA Boston Board of Directors

]]>