While professionals, entrepreneurs, micro, small and medium-sized businesses struggle to survive in today’s sluggish business environment, many are doing better than ever – largely because they have mastered the proven but little-known strategies of “recession marketing”.
That’s the opinion of Delroy A. Whyte-Hall, an independent publicity-marketing consultant and author of the just published report “RECESSION-PROOF PR STRATIGIES: 21 Winning Methods to Get Free Publicity-Marketing in a Down Economy”.
“Many businesspeople fear a recession or soft economy, because when the economy is weak, their clients and customers cut back on spending, particularly in the areas of marketing and PR,” says Whyte-Hall. “To survive in such a marketplace, you need to develop recession publicity-marketing strategies that will help you retain your current accounts and keep those clients and customers buying. You also need master publicity-marketing techniques that will win you new clients or customers to replace any business you may have lost because of the increased competition that is typical of a recession.”
Among the recession-fighting business strategies Whyte-Hall outlines is his six-page report:
- Refusing to cut your marketing/PR activity doesn’t mean you continue business as usual. Make certain your advertising and overall publicity-marketing strategies are effective. Are you reaching your target market through the channels you currently use? Should that newspaper, radio or TV dollar go to your newsletter? Are you using social marketing and media tools?
- Social Marketing: A cost-effective way of engaging people with the brand during difficult times. An increasing numbers of professionals, entrepreneurs, and micro, small to medium-sized businesses are utilising online publicity-marketing as a resource to target people using sites such as: Twitter, Facebook, YouTube, Linkedin, and MySpace.
- Publicity-marketing is not a wholly reactive discipline - it’s not just there to serve as a buffer for bad news. A good public relations professional constantly works to identify the most compelling (interesting, newsworthy, sexy, exciting, timely) elements of your organization and packaging it for the news media. Through established relationships with the media gatekeepers and correctly-packaged (newsworthy) information, your publicity-marketing professional can potentially get your company that great feature on the front page of the business section or a sound bite on the 5 o’clock news. This brand-centric strategy improves visibility and credibility.
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Delroy A. Whyte-Hall, an independent publicity-marketer, copywriter and consultant based in Greater Portmore, St. Catherine, Jamaica, specialises in professional, entrepreneur, micro, small and medium-sized businesses and direct-response publicity-marketing. Besides THE ULTIMATE PUBLICIST blog, he writes and publishers three other weekly blogs: THE BLOG ENTERPRISE
, which is Jamaica’s leading iNews,
publishes the latest news, information, biz-profiles, and industry trends relating to entrepreneurs, micro, small and medium-sized enterprises (MSMEs), and NGOs; Newsletters by Whyte-Hall
; and the corporate and photography blog - Whyte-Hall Images.