The UK economy still isn’t in great shape and we are still regularly asked for tips on marketing through a recession. The simple answer is, there is no simple answer, but there are a few things that are worth keeping in mind:

1. It’s a sad fact that most businesses aren’t particularly well run. If you’re finding it hard, your competitors probably are too. If you have a business plan, a budget and a reasonable grasp on your cash flow, you can stay one step ahead by acting sooner and with more certainty than the companies that don’t. If you don’t have a plan and a budget written down somewhere, you need one.

2. Keep things simple. Why should customers buy from you? How will they benefit? What makes you different from your competition? Make sure your messages are simple, clear, compelling and focussed on how your customers will benefit.

3. Review your marketing budget. Do you know what’s working and what isn’t? If not, it’s time to start measuring – recessions are no time to be wasting money. If you are going to reduce your marketing budget by half, make sure it’s the half that isn’t working!

4. If what you are doing now isn’t working, don’t keep doing it! Change something. Try something new.

5. If you have cash and you want to grow – start investing in your future. There is no better time for gaining market share than during a recession. Competitors are weak, prices are low, suppliers are willing to negotiate and new customers are coming up for grabs as their existing suppliers go bust. If you don’t go and get them, someone else will.

If you’d like to know how we can help you share the burden, call us on 01803 616100 and we’ll arrange a no obligations chat over a cuppa.

[Opinion: Jim Green - MD]