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Recession. Economic downturn. Tough economic times. Makes you want to hide under the covers until the storm passes, right? Maybe, but that’s the wrong approach. Let’s move from fear to facts. A number of studies show that companies that continue or increase their marketing and public relations efforts during tough economic times consistently outperform those who slash their marketing efforts during rough times. Just Another Great Opportunity to Brand Yourself As an Expert in Your Field

Think about it. If most companies are reacting in a turtle-like fashion and hiding in their shells until the sun comes out again, there’s less competition out there; less companies are launching PR campaigns, fewer are reaching the public with effective marketing efforts. Suddenly you have media outlets that are looking for stories, particularly some good non-doom and-gloom stories. If you’re a savvy business person you know this and understand that this is precisely the time you can have a greater impact and get a bigger bang for your buck. So, look at tough times as your chance to reach your target market and build your business.

The Most Powerful Marketing Tools and Strategies for your Business during an Economic Downturn

1) React Quickly: You know when times are tough. When people are arguing on the media whether we’re in a recession or not, I’d say chances are we’re probably there. And if not, at least marketing-wise act as though we are. Football has its two minute drill. Put in place marketing and PR drill for these times. Take action.

2) Develop stories that are appropriate for hard times. How can your product or service be positioned so that you can create a PR pitch that fits the tone of the times? Come up with a cost-saving story, a stress-reducing story, a feel-good story.

3) Write a one-page press release on the story that fits. Make it easy-to-read. Write a catchy (but not overly-cute) headline, add bullet points. Be clear, concise. Give the media the story they’re looking for.

4) Find the emails and snail mail addresses and get your release out to the media. Send it to all of the appropriate media outlets. Don’t only focus on local or regional media outlets. Go national. Make it a trend story idea.

5) Make follow-up calls. Don’t think because you’ve written a compelling release, sent it out to the appropriate media, that your job is done. Call. Be polite. Be professional, but make sure that the media has received your release and that they understand your pitch.

Do the Above and you have a great start for the Promotion of your Company. Now start coming up with other follow-up ideas. What else can you offer the media that you can tie in to the current economic situation? Remember these don’t have to be doom and gloom stories. They can be about how to relax, how to save money, or even how people are still being extravagant, even during tough times. Be creative with your stories, but get them out there. While your competition is hiding, make your move.