Hanging Tough - Marketing During Economic Adversity

And so it goes, when the going gets tough, the tough cut their marketing budgets.

It seems to be the knee-jerk reaction of choice in hard economic times: limit discretionary spending as much as humanely possible. Marketing has long seemed to be thought of as "optional" for certain businesses and organizations (you can't afford medical coverage for your staff, so why should you be initiating a branding campaign?). And these days, everyone from Coca Cola to General Motors has cut back on marketing - not completely jumping ship but definitely retooling their multi-million dollar advertising and publicity campaigns.

But all is not gloom and doom for marketers and companies that plan to stick with their current marketing budgets. In fact, marketing and public relations experts are coming out en masse to advise against this marketing melee. And some corporations and organizations are more than just listening.

In these cases, many are upping their advertising, hoping to stand out in the fast-diminishing crowd. Others are focusing on low-budget guerilla marketing - creative, unconventional approaches to generating buzz and awareness. And still others, those making lemon-drop martinis out of their lemons, are going full force with pre-existing branding, messaging and public relations campaigns.

It's hard to know exactly what to do about marketing these days, and it might just come down to finding a balance. It may not be the time to unload tremendous amounts of cash on a billboard campaign - especially if you're trying to target a very specific audience. It may not be the time to do a complete rebranding - especially if your brand is already well-established and recognized.

But it is certainly not the time to consider large cutbacks to your already stretched marketing budget. What some businesses are finding out is that preserving a robust and upbeat image distinguishes them from others and can send a reassuring message to current and potential customers, investors and stakeholders that they are staying strong despite the financial tsunami ravaging the markets. And resisting the temptation to cut marketing could also have a payback.

"For some marketers the downturn may even be a blessing in disguise," according to an August article in the Economist. "When the good times roll, a strong marketing message can be drowned out in the cacophony as brands compete for consumers' attention. But as weaker firms cut promotion in a slowdown, relatively strong rivals that maintain or increase their marketing spending can stand out more easily and steal market share."

But for those who are truly suffering - with gas prices taking a larger chunk of green and the sheer financial chaos we call our reality - increasing marketing spending may not be an option. In these cases, it may be best to re-allocate your spending away from high-cost activities such as advertising and instead grow your public relations, media relations and publicity efforts, finding ways to maximize your dollars spent. A PRWeek op-ed suggests bang-for-your-buck promotional activities like executive speaking opportunities, blogging, editorials, and press releases.

"Economic slowdowns should signal business leaders to be more bullish with their PR efforts, which they can do without breaking the bank," wrote columnist Shannon Troughton, who is also the Vice President of Public Relations at WellPoint.

Start a Facebook page and start making friends; Twitter to your heart's content. Use community calendars to promote happenings, or send press releases about internal changes to your local business publication. If you have a newsworthy event coming up, just give your favorite newspaper the heads up, or write editorials to bring attention to issues that are relevant to your business or organization.

It's also wise to make sure that the dollars you spend are focused on your target audience: your ongoing customers or investors and your potential customers or potential investors. It's essential that you understand your target market inside and out, and now more than ever, you should be working hard to appeal to them. Advertising - except in niche publications - may not be getting your message to the right people. But posting fliers at specific businesses might. Underwriting a certain radio program on a certain station could help you get the word out to your perfect audience - and the cost-benefit ratio could be stunning. Search engine marketing is a great way to improve your targeting because it's the most exact in terms of measuring results by detailing for you the exact behaviors of those who respond to your efforts. Always think, WWMTAB (Where would my target audience be?).

On that same note, relationship building in tough economic times is a marketing must. Networking can offer benefits that no other form of marketing can: face-to-face interaction. Building connections can not only help a business develop allies and partnerships, it can help you put a face on your organization. You can tell an individual why they should support you and how they can support you. You can tell them your story and show them - not just tell them - why they should care. You are creating an emotional bond that no advertisement can, and in tough financial times an emotional appeal can make the difference between an acquaintance and a donor or customer.

There are also small things you can do to your message to help you stand out in the what-should-now-be-official recession. While fear-based marketing is never something you should strive for, you can still play on your customers' economic worries or at least play up your solutions to those economic fears. In all messaging, emphasize the value of your product or service. "Free" or "discounted" should become a part of your mantra, and you should make sure your actions back up your talk. One airline has even asserted itself as offering "fares cheaper than a tank of gas." Speak directly to your customers or stakeholders, know their wants and needs and offer them solutions. Give them a reason to give up a bit of their hard-earned money.

How you continue to market your business or organization is a reflection of your self-confidence, and you need to show confidence if you expect anyone else to be confident in you. Remember that your customers, your donors, your investors, your stakeholders and your neighbors need you to continue marketing. They need you to show strength and reliability in these oh-so-depressing times. So, cutting your marketing budget may seem like the easy thing to do, but in the end it may just distance your company or organization from the people you need most.

Experienced Art Director Joins A-Train Marketing Team

A-Train Marketing Communications Inc. this month brought on Susanna Dominguez as its first art director. The new role will help the 10-year-old full-service marketing agency strengthen its creative services and provide a more straightforward, incisive design approach for the company and its clients.

Dominguez, the former art director for alternative, independent weekly newspapers Rocky Mountain Bullhorn and Rocky Mountain Chronicle, joins A- Train Marketing with nine years of graphic design experience including a stint at an East Coast advertising agency where she worked with such clients as Sony and the American Red Cross. With experience in everything from designing advertisements and collateral to conceptualizing and crafting logos, layouts and visual brands, Dominguez is positioned to fortify A-Train Marketing's design and creative offerings as the company begins its second decade.

"I want to take A-Train Marketing to the next level of recognition for design. It's already recognized as a leader in the community, but I'd like to help the company reach a level of artistic acclaim, in which clients come to A-Train for strong visual presentations in addition to its other services," Dominguez said.

A-Train Marketing CEO Ryan Keiffer, agrees.

"Susanna will be a great asset as we continue building a culture and business that goes beyond exceeding expectations to providing world-class marketing solutions," Keiffer said. Click here to see a small sampling of Dominguez's work.

The Hook Up
Is That a Business Card in Your Pocket or are You Just Happy to be Networking?

Networking and dating have a lot in common: there's attraction (whether it's to someone's striking physical assets or their striking financial assets), there's wooing, there's connection, there's a potential relationship and there's the possibility of creating a partnership that will thrive for decades.

Like romance, business relationships must start somewhere. And you don't have to be a Don Juan in Dockers to make some solid connections at your next professional event. You just need to know a few handy pick up lines - making a confident and careful first impression.

While we can't guarantee these one-liners will get you some action - we think they will at least inspire you to try. And in the world of networking . and dating . rule numero uno is "Try. Try again."

Note: Prior to trying out any of these lines, make sure you make eye contact and smile. Approach individuals who are not already engaged, small groups who look inviting or, even better, a larger group of people already in the midst of conversation. From there, it's up to you.

The No-Brainer
"So, what do you do?" It's easy and it's always good to get people talking about themselves. But, word to the wise, make sure you show interest no matter how boring or mundane their profession may be. When they tell you they sell lamps, try to look interested and ask about the latest sconce styles. Ask them how they got into the business and what attracted them to it in the first place.

The Classic:
"Are you from Fort Collins?" It's simple and straight forward, and while it might not be business-focused, it is still helping you build a connection with someone. Ask them about their history, and you never know, you might just find out you have something in common.

At the Event:
"That was quite the speaker. Do you feel motivated yet?" While you generally want to avoid yes or no questions, this is a good way to break the ice. Follow up with something that will get the person talking: "Do you come to these things often? How does this one compare?"

The Current Event:
"Did you read about last night's City Council decision?" They might not have any idea what you are talking about, but that's OK. Get them interested in whatever current event is on your mind, and start up a dialogue. Note: Don't get political.

The Name Tag Spin-off:
After casually checking out someone's name tag, you offer up a question based on their profession. "So, I see you are in investing. How are you faring in all this turmoil?" Or "Oh, you work in marketing? What did you think of all the publicity campaigns during the election?" Note: be careful not to spend too much time gazing down at that perfectly placed nametag, gentlemen!

The Sincere Inquiry:
"So, I see you work for RE/MAX. I have a friend thinking of moving here. Is this a smart time to buy?" At its most basic, this is what networking is all about: bringing a bunch of different people into one room to learn from each other, to help each other and to form relationships.

The Compliment:
"I don't think we've ever met, but I just wanted to say that your last fundraiser was wonderful." It may be the executive director of your choice nonprofit, a business leader you admire or a competitor you respect - whoever it is, start a conversation by paying them some much needed dues. Compliment them on their shoes, tell them you enjoyed their recent ad campaign or simply let them know that you like their work.

Tips:

• Ask open-ended questions (avoid yes or no questions unless you have a follow up)
• Encourage others to talk about themselves
• Use humor and show your personality as much as possible
• Eye contact is key
• Don't interrupt
• Try. Try again.

Pick-up lines you should try to avoid:

"Excuse me, do you use Windex on your rolodex? Because I can really see myself in there."

"Is your company named Gillette? Because this is the best a business man can get."

"Are you looking for a (enter profession here)?"

"You look like you need someone to invest in."

"I only have three months to live."

In The Know
Making an imPRESSion - What is Newsworthy? Everyday, radio stations, TV news shows and channels, newspapers and online media unload ridiculous amounts of data, happenings, analysis and prose into the public consciousness.

And all of it - the stuff, the information, the words . all those words! - has one thing in common: news value. Newsworthy is a state of being. It's what happens when something or someone is relevant today, at this hour, this minute and maybe tomorrow. It can be a benchmark, something to be savored and sought. It can be inescapable and even cruel.

And it's something brand-centric and business-minded individuals strive for: Newsworthy can win the undivided attention of the global press and thusly garner awareness and business from the masses.

Textbooks advise reporters to judge news value by certain standards: impact, conflict, novelty, prominence, proximity and timeliness - with relevance, usefulness and interest serving as overarching guidelines. If you are a practiced reporter or editor, you instinctively know what is newsworthy and what is relevant to your audience: For a nature magazine, a high school athletes fundraiser is not newsworthy; for a daily newspaper, advances in bike light technology have little to no news value.

So, you ask, if one lusts for publicity, how does one become newsworthy? How does one get some stellar, front-page-above-the-fold-with-a-pull-quote- on-top action? Well, embezzlement is always an option. But in situations where jail time is an unwanted side effect, here are a few tips:

1. You are the trend: It's not what you do to get coverage, but who you are. When a business or organization is innovative, trailblazing or unique, it's certainly newsworthy. Think New Belgium Brewing Co. The brewery was "green" before the hoi polloi cared about green. They are continually newsworthy because they are constantly progressing, changing with the times and leading the charge. Or if you and several other businesses are all making one particular change, that makes a trend.
2. Find your news value: From legislation to market trends to scientific discovery, the world turns and you turn with it. Show how relevant you are by connecting yourself to the story of the hour. Join a listserv, check related blogs or subscribe to specialty magazines. If there's a medical discovery or legislation that's bound to affect your clients or your business, you have news value. Note: Don't try to connect yourself to news that doesn't really relate. As PR guru Peter Shankman would say, "it's bad karma."
3. Anti-press conference: With one daily paper, it's rarely worth hosting a press conference. You might as well just call Trevor Hughes and tell him your news personally or offer Tom Hacker an individual tour of your newly expanded facility. A press event has no news value, but mission-driven events do. If your company or nonprofit is doing a unique community event, a special project or initiative, or making a drastic shift, then that's a headline waiting to happen.
4. A general rule of thumb, repeated several times at a recent media panel, is to ask yourself, "Why this? Why now? Who cares?"