Wow, so it has been a while since I have blogged here - okay, you caught me... it has been a long time since I have blogged anywhere. With that said, I felt compelled to lend my voice to the many that have been blogging on the importance of marketing during a recession.

Yes, it has finally been officially confirmed that we are in a recession - DUH! So, my question and the topic for this blog post is simple -- Is marketing perhaps MORE important during a time of recession? The simple answer is NO!

Now, let's expand that thought and actually fill it in with some reasoning. Why would it be MORE important to market now? Some marketers would lead you to believe it is. Now having just finished that statement, let's be clear that it is ALWAYS important to maintain your marketing voice. A well structured communication/marketing plan is based on cycles that focus on the natural fluctuations in your business/industry. Unless you are a completely seasonal business or have a product that is designed to thrive during a recession your strategy should be fairly constant and predictable.

Another important distinction is needed here... Your marketing is NOT your message! does that make sense? Your message better darn well be shifting to address the concerns of your intended audience and most of those in any audience are very aware and concerned about the current economic environment.

So, we have established that your MARKETING PLAN really should be staying the course, but your MESSAGE should be considering a shift. Wait, what was that... I just heard someone shouting, "hey smart guy, my budgets need to shift because my sales are in the tank" and I hear that. My first question would be, did you have a plan to start with? If you did, then certainly let's shift the plan and the message. However, if you did not have a true MARKETING PLAN then you better start coming up with one quick or else you won't have any message out there when this thing turns - AND YES, IT WILL TURN!

So let's say you are out there and really didn't have a plan up until this point - now what do you do? First of all take a deep breath. Next, decide what it is that you want to accomplish. Do you want to actually increase your sales? Do you want to maintain? Do you KNOW that sales maintenance might be a 'pipe dream' and you just want to make sure that when the smoke does clear that your name is top of mind? There are many goals you could have for your business at this time. The important thing is that they are your goals, they need to be measurable, and they kinda need to be realistic and achievable.

One thing that for certain is that you have to find that purpose, the' what is it I want my business to do' -- then communicate that. Is it through email? or direct mail, or broadcast media -- that all depends on your business, your plan and your budgets.

No magic bullets here, sorry... but the message to find your message and get it out there. Make it relevant, find the voice that explains why your product or service is necessary today and in the future.