Kick Starting 2009
I decided that to stave off the January Blues I’d take a holiday in the first couple of weeks of the year and head to a place where the sun actually shines and where the sea temperature would be a little over freezing. The best bet to avoid a long haul flight and to keep my carbon footprint fairly neutral was Egypt. So, مرحبا, or salam alaikum my Egyptian friends. (I hope that translation into Arabic works ok)
Whilst I was away, I had the time to plough through a few books and to get my thinking straight for what is probably going to be a seriously challenging year. What better place to start than the biographies of world famous entrepreneur Richard Branson and of Dragon’s Den favourite James Caan. Certainly in my eyes two of the finest British born business leaders today. I took a lot out of both books in terms of ideas about how and why to run a business, some of the goals to aim for, but most importantly, the motivation to keep at it. When times get tough, it can get extremely tempting to think about your business and perhaps shelve your entrepreneurial plans. After all, how tempting is this for a beach…
With the year almost a month old now, I figured it really was time to get my first post up for the year. I’ve written in the past about new year business boosters and I thought I’d kick 2009 off with five New Year recession busters.. yes, it simply rolls off the tongue. I realise there are probably many thousands of posts like this out there, but still, I may have some slightly different ideas up my sleeve.
So here goes, here are 5 ideas to help steer you through the recession, which in the UK at least was officially recognised today.
1. STOP reading the newspaper and watching CNN, or the BBC. OK so we all know that the economy is pretty bleak, but what can you actually do about it apart from putting the maximum effort into your business. It’s much easier to do this if you aren’t bogged down in talk of recession, falling house prices, job losses and the rest. To quote Chris Cardell
“The greatest threat to your business over the next year is not the economy. It’s fear. While we do need to address the recession head on – the fear mongering in the media is extremely unhelpful.”
2. Watch your overheads and look for cost savings. Ok, so it’s hardly visionary stuff, but take a careful look through your expenses and see where you can weed out some costs savings. Do you really need the water cooler, is it still worth paying for the extended warranty on your PC, why is it your petty cash is always empty half way through the month, are you sure you want to be paying for your employees personal calls… you get the idea. Only spend on the essentials for servicing existing clients, or winning new ones.
3. Make everyone a sales manager. How many people in your team are responsible for selling? My advice is to make everyone responsible, from your secretary, to your cleaner, to the financial controller and the shop floor worker. How do you do this? The first step is to provide everyone with the information they need to sell, i.e. provide a little training. The crucial next step is to incentivise everyone to sell. In today’s economic climate that shouldn’t be too hard, just provide some financial incentive e.g. a bonus for every employee linked to a certain profit level or sales performance. Make sure of course everyone understands the ramifications of falling sales to them!
4. Build a smart marketing programme. You might already have a marketing plan in place, but review it carefully and look for any items linked to measures around brand building, or tactics where results may be difficult to measure or more long term in nature, such as public relations. Refocus the plan to include tactics that are more likely to induce a sale, such as special offers and sales promotions, telemarketing, direct mail or sales led events and exhibitions.
5. Segment and target. Or divide and conquer as you may know it. Essentially look to reach out to those target customer segments who are more likely to have some budget available. For example, people working in the public sector who will find their jobs fairly secure thanks to huge investments in public sector projects from governments around the world. At the same time, build on your areas of expertise and don’t try to sell you wares to too broad an audience - the costs of doing so will be enourmous. Focus on you core target customer segments.
6. Don’t forget to keep reading the marketingblagger.com. Yes, I know that’s six and a little bit cheeky, but like most of you, I’m genuinely running a small business and also work with plenty of other small businesses. As such, I’ll keep sharing ideas and posting up experiences here a lot more regularly. I’m planning on finishing my 101 Shoestring Marketing ebook soon, along with posting up some inspirational ideas from small businesses everywhere. A great example is the photo below, which I’ve been meaning to write about for a long time. Hats off to anyone who can tell me why you think I like this marketing idea so much..
Well, I wish everyone a huge amount of success in 2009. It’s not going to be easy but I love a challenge, to quote a colleague of mine from Granit, a London based architecture practice.
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I discovered your homepage by coincidence.
Very interesting posts and well written.
I will put your site on my blogroll.
Nice, but most importantly, the motivation to keep at it. When times get tough, it can get extremely tempting to think about your business and perhaps shelve your entrepreneurial plans.
Marketing is always my weakness, I never know how to adversite
Well, good steps to begin smart marketing in 2009. Thanks for sharing.
I agree with N1 point, that fear of crisis makes us blind, but we should keep our goals in mind and work, work, work.
Salam alaikum bro,
Great post you have here. I just want to ask something.
Is this marketing for personal business (like network marketing or multilevel marketing) or corporate business.
From 1to 2, it seems like personal business. but from 3-4 it look like corporate business. because in number 3 you talk about employee, while in multilevel marketing do not have employee.
Or I have misunderstand?
I now have found this site and I will follow #6 idea.
Marketing and Keeping your standing during a tough time is a simple solution with the masses online, why wouldn’t companies continue their marketing push online?
I know many companies are downsizing their marketing departments, when in actuality it is the marketing mouths that create the “buzz” and keep your name in front of those masses. Great Point on #3, it has to be a well rounded program and focus as a whole.
FANTASTIC post.
and you know what, I think I’m gonna take an early year vacation too…
Totally agree with number 1. I’m so sick of the doom and gloom from the media. It spans every area of life. I met a girl today that was almost crying because she heard on the news that global warming is not un-reversable. The negative press on the economy is no different and I’m getting really sick of it.
BTW, it looks like your blockquotes may not be working…
Fantastic post .I agree with N1 point. Very useful tips to start smart marketing..
thank you…
Excellent advice, and like some other posts, I think the first one is the most important. Not only is it depressing, but it’s wasting time on things that don’t apply to yo and that you have no control over.
Just dropping by to tell you that I have listed this blog as a dofollow blog and send a few readers your way. I’ve linked to the page above.
I’m in the process of updating the rankings and providing a bit of information about each site. Updates should be up in a few days. Let me know if you’d like to change yours.
Warmly,
Linda P. Morton
I agree with number 1 so much. I think that most recessions are perpetuated by people fearing recession and accepting it. @Susie there was a great article about a prominent company completely ridding themselves of traditional print and media advertising and using that budget to increase their internet marketing budget. The company / link evades me but if I remember I will come back and post it.
hi
thanks
for such nics tips of marketing.
Yep, #1 is definatly the best. You can’t think positive if you hear everyday “recession, falling house prices, job losses”…
I really amazed with photo!
Thanks for the post!
While I agree that the the news can often do more harm than good, its I feel like it should still be an essential tool to know what is actually happening out there - for the smart reader/viewer, they can hopefully see past all the “fear inspiring” tactics and take something useful back from it
I totally agree, in primis with your first suggestion: don’t think at the recession and putting all the efforts in our business is the best move as far as I am concerned.
the fear mongering in the media is extremely unhelpful.”
Hubby and I were just talking this morning about the mental aspect. He has made a specific definitive decision regarding the biz…it wasn’t easy, but he admitted that just “doing it” was the hardest part. Once that hurdle is passed, it’s easier to move forward with whatever the decision is. I agree with not letting the news, economy, etc. weigh you down. Assess what needs to be done FOR YOUR BUSINESS and then just do it!
we should keep our goals in mind and work, work, work.
Very interesting your post and beautiful photo. We are also hoping for a better year as 2009 but due to inflation nothing can be predicted.
Nice post here…
I found it very very interesting. Marketing has always been my negative aspect. This post was useful. I completely agree with N1. It is so true.
Regards,
Akshob
www.p2w2.com/akshob
i agree, the media just makes things worse telling people how bad things are justs makes the situation worse cause people panic
I am a big fan of #1. Too much information is actually detrimental.
Zeke
I love Branson’s book. He used to be a lot more agressive business wise, nowadays you just see him when there is something going on about global warming or the environment.
Listening to the news is like listening to Chicken Little. Bad times fall on some people and will have little effect on others. We need to keep our improving our own lives so we can help people who are affected by the recent problem.
Thanks for reminding us to pay less attention to the news media. They are mainly serving there own interests by publishing that which is sensational.
Remember that economic recovery has always come from people like us that provide jobs for others.
I think if things were really as bad as the media makes it out to be you would see a dramatic increase of crime. The economy is clearly not as good as it was 10 years ago but its definitely not as bad as its portrayed. Everyone loves to blame Bush for everything and in some cases it is justified for some of the mistakes. However there were alot of problems dumped in his lap that he took the blame for and I think you will see the same thing with Obama as well.
Nice post. I think you have a good job when writing this article. I will bookmark it in my browser.First of all thanks to given a topic about marketing. Making those lists definitely took some time. I am very very impressed by the tips here, and most especially tip is Diversify your traffic sources. I think its very useful to marketing section.
Well let’s just all hope that this recession will not worsen. A lot of companies have lower production already, or in the verge of closing down. some, sadly, even closed down already. I hope this year would be better for our business. Anyway, thanks for this great article.
In the coming yer you should spend much more time developing an online strategy for your business. If you have a blog you should focus on building quality content on your blog. The importance of quality content is fast increasing. The benefit of content on your overall search engine rank can take your business to the next stage.
I think the first one is the most important. Not only is it depressing, but it’s wasting time on things that don’t apply to yo and that you have no control over.
I agree with not letting the news, economy, etc. weigh you down.
Hi, very interesting and very relevant - marketing is more important now than ever. My company is involved in printing and it is fascinating watching the shifts in demand as the outlook gets bleaker.
Peter Harrison
The Printing House Ltd, Crewe, Cheshire, UK
http://www.theprintinghouseltd.co.uk
http://www.printbuyingdirect.co.uk
Well so far 2009 is looking grim, but if I stick the main principles and sharpen my marketing strategy, the second half can only look brighter. Make way!
I agree with N1 point, that fear of crisis makes us blind, but we should keep our goals in mind and work, work, work.
Good tips.Reading other blogs will get you lots of new ideas and by commenting on them you get links back to your site.In 2009 I will focus on writing more in-depth articles because quality content is the one thing that search engines are looking for.
Very useful tips. Will definitely make sure to follow them, specially #6. Agree with Chantix.. “need to know”.
I don’t think this recession will be as bad as everyone thinks. And I think being online during the recession will be a good thing. But hey, you never can tell…
Laura
following you in my rss reader now, looking forward to more marketing speak, I might even buy a pair of media specs, you know those black rimmed ones - or is that just a london thing?
If you could fire the ads that aren’t making you any money and replace them with ones that will, you will be increase your profits.
I have to aggree with #1: STOP reading the newspaper and watching CNN, or the BBC.
The media loves the doom and gloom. They never talk about the companies that are flush with cash and poised for growth.
Marketing is going to continue to be important. How else do you get your name out there and reinforce your brand?
Well, good steps to begin smart marketing in 2009. Thanks for sharing.
Recession, crisis, slacking off…these are terms we don’t want to hear. The tips above are pretty simple but I think they are effective tips in marketing. It is indeed important to be extra careful in letting out cash and expenses. It’s no longer easy to take the risk at this time of world crisis. Thanks for the tips.
That picture gives me the feeling of the movie… Blue Lagoon. What a view.
I found it very very interesting. Marketing has always been my negative aspect. This post was useful.
Some good points made… beats my plan of hibernating for the year
It is better to read good motivational book or article instead of reading newspaper in the morning. I have been doing this from last few months, and it helps me a lot to stay positive whole day.
That was a great way to segue a post about your vacation into some best business practices for 2009. Certainly it makes sense to ramp up dental marketing strategies in order to increase business in a failing economy.
Very interestings ideas. I don’t read the newspapers..that’s make me sick. The first idea is the most important.Nice post!
“Watch your overheads and look for cost savings.”
Amen, you’d be surprised how much money you can waste if you’re not keeping a close eye on it!
The ideas for to come out of recession are really worthy actually I am searching for an article which explains more about how to live in this economic stage.
Now the world is in economic prob and need this kind of help.
Going to have to agree with Tom, I was planning on just going into hibernation until this all blows over. It’s important though not to pay too much attention to little negatives that could end up making you more worried than it’s worth. Great tips - especially the last one
Your ideas are very helpful. Sometimes, we link recession to our fears. So, I believe that we can stay away from recession by staying away from our fears. We can’t survive recession unless we motivate ourselves to be strong.
In my regards, we should remove fear of recession and get motivated. I am also into internet marketing and have never lost hope. btw, i just get upto this post from google. really nice site. bookmarked
As from my point of view, during the recession period, its better to save something for future uncertainties and the author of the post has very well explained about it in the points above. Very good post.
I wish the tabloids would print a cover story saying ‘ITS OVER’ and claim the credit crunch is now over and ask readers how they feel now its over. I bet 80% of people will say it is better and easier to afford things now the crunch is over. It is total mass hysteria!
I also agree with number 1 so much. We need to stop being so pessimistic. We are so depressed by the economy. But as soon as the economy picks up, we’ll be depressed by how expensive everything is and how real estate is just untouchable. We need to be optimistic, regardless what the economy looks like.
I think the economical situation of this year is kicking us all.
Do not let the economy get the best of you. Put your head down and full steam ahead. The news and mindless television can easily sway you from your business goals. Stay on track and use the internet, blogs and web 2.0 for your business training.
There have been recent angry protest about the doings of bankers, but none that I’ve noticed about the catalysing effects of negative media coverage. Why do we tolerate their negative focus, when it’s obviously harming all of us.
Point 3 really resonates with me. In the current climate, it makes more sense to incentivise and get the most out of employees, rather than cutting jobs. Keeps them motivated, and gets them to work harder.
Will definitely be adhering to rule #6 as well
Great Post! I wish you the best of luck with your business. Whatever you do decide to go with in respect to your marketing attempts, I hope that you are successful. Stay motivated and aggressive.
I totally agree with #1 - Listening to the news can be extremely depressing and lead to unproductive days.
Great Post! Every useful tips comes from a smart marketing…That is why I would agree with your number 1 point.
Recession was a really badd phase that each one us has been affected from. but the situation will not remain so always. CHANGE IS PERMANENT. your ideas are full of optimism. Congratulations for this lively post.
Stop watching CNN is a good idea.
Yeah i agree making everyone a sales manager and why not put into consideration making everyone as friends. Creating circle of network of friends, sharing ideas on how to build a smart marketing programs as #4 idea shows. On the #1 idea is an interesting one. NOw I am thinking of a social network of marketers. It would be a great idea where marketers talk the same interests in one place.
I believe that this year many companies will have to start finding less expensive marketing channels. I myself find much inspiration on this blog, so thanks for that and by the way I have stopped watching CNN and BBC, now it’s FOX all the way:)
very good idea.this post is very helpful everyone.I believe that we can stay away from recession by staying away from our fears.thanks.
i also like idea number six. These are some really good tips to bring in teh new year
Good tips.Reading other blogs will get you lots of new ideas and by commenting on them you get links back to your site.In 2009 I will focus on writing more in-depth articles because quality content is the one thing that search engines are looking for. Creating circle of network of friends, sharing ideas on how to build a smart marketing programs as #4 idea shows. On the #1 idea is an interesting one. NOw I am thinking of a social network of marketers. It would be a great idea where marketers talk the same interests in one place.
Nice post here…
I found it very very interesting. Marketing has always been my negative aspect. This post was useful. I completely agree with N1. It is so true.
Very good post, especially point No. 1, STOP reading the newspaper. Its difficult to keep motivated if all you hear is bad news. I think the summer weather just now will improve peoples mood, am already seeing a pick up in inquires. But long term, the best book I’ve read on motivation ones self to achieve is ‘It’s Not How Good You Are, It’s How Good You Want To Be’, by Paul Arden.
Yeah, I would agree with the not watching CNN thing. I simply just don’t do it because I think it is brainwashing to watch the same thing on the Internet over and over again talking about depressing things. You know. I just took a break from watching television for the longest. Trust me, you should take some time off from watching telvision period.
No1 was my favorite since it really applies to me, I’ve been wasting lots of time reading junk, especially blogs out there, reading want make you a buck, it’s much better to fully focus on your business. Grate post, very motivating!
HA! - Like your domain name
What is this fear thing you speak of? I totally agree with you.
yeah your right. despite of all the problems were facing bout this recession thing we just have to re invent of some alternatives to continue for our living. and one good option is marketing. this can really help.
Anyways thanks for your post…
Its a great encouragement for all.
Great post, something that all of us can relate to as everyone is feeling the recession, as it carries on many of us are feeling it harder and harder, but you have pointed out some valuable tips that will help many cope with this situation.
So thanks for sharing I will take this and it will help me out a lot.
Your observation was really very interesting and very informative. I would agree with the not watching CNN thing. I simply just don’t do it because I think it is brainwashing to watch the same thing on the Internet over and over again talking about is really depressing things.Thanks for the information. I learned a lot.I enjoyed reading it.
I hate watching cnn or reading the newspaper, minus the funnies and sudoku puzzle of course. I dont think our future is as bleak as everyone else makes it out to be.
Great post, your observation is very informative. You’ve pointed out some valuable tips that will help many people cope with this tough recession.
better 2009?? i dont think so because it will surely take some time say a year or more to comeout from inflation and many other issues.
Sheesh talking to my business partners in the UK I’m glad I’m not living their any more - it’s depressing!
hey i think we must have faith and hope for the best even now some positive signals are coming so just try your best to improve.
“Build a smart marketing programme.”
Advertising and marketing work hand in hand for a business venture to be successful. It takes a good marketing and advertising plan to put everything in its proper perspective.
These tips will really help one go through the recession with a sensible mind set. What kind of market target would you recommend for a web developing company? Would it be preferable to target start up companies or medium businesses?
Fantastic post!
Some great tips on managing and growing a business through tough times.
Fingers crossed things are now starting to improve.
Thanks
Well first of all: Egypt is a wonderful place for making holidays! Salam alaikum
And your so right with your first point! Dont watch more TV…do your own things….live your life!
Couldn’t agree more about the BBC, CNN stuff. Even if it’s not about the economy it’s always something else that can distract you from your business.
Good luck making the cleaner a sales manager though!?
I lvoe the Marketing Blagger name! Trying of a good name for a business inCool Springs Tennessee but all the good ones are taken. I may just change a few letters like you did.
I think your suggestion in position #1 should apply to holidays abroad too
I love number 6
That is the key to sorting the recession, lol. If only everyone did it.