Working It

The Boogie Man is hiding behind every door, at least according to business news sites and pages across the country. And it is true that the economy is charting some scary territory, especially for those of us who haven’t lived through a serious recession yet. Consumer confidence is down. Currency issues are cropping up and gas prices are slumping (which should be good news for our pocketbooks but the larger view shows it’s because of steep drop offs in global economic growth). So, what’s a small-business marketer to do?

We’ve blogged a lot about how you should continue your advertising during a recession, that people still need to shop and those brands that continue their advertising during a downturn actually see good boosts to their market-share once the good times come rollicking back. So what should your advertising message be during a recession? Here are some specific tips:

1. Don’t rely solely on price cutting to get people in the door. Taco Bell is a cautionary tale. During the last downturn, they slashed their prices and have never recovered. Now they’re known more for their $.59 bean burritos than their more, um, expensive fare. Price-sensitive consumers abound, for sure, but look at what your company offers in addition to a good price. A great guarantee? Knowledgeable service? Add-ons like free delivery? If you can’t cut prices anymore, promote those things instead.

2. Keep your message consistent. Your advertising campaign should be consistent and focused on one message for long-term impact. If you do a  special “weekend only” promotion, advertise it above and beyond your regular channels. Or, just slightly modify your campaign to include the new offer. Don’t spend 3 months building up a message only to tear it down with 3 days of ads screaming “Sale!!!!!”

3. Don’t scare people. Don’t do a “Recession Special.” People are looking for reassurance and leadership right now. If you’re a bank, for example, you’ve been particularly hard hit. So offer your experts in small-business financing to speak to local business groups, offer consumers a free loan check-up or get your CEO on the local business pages talking about how his/her organization is prepared to lead through the crisis.

4. Think memorable. Ad budgets should span a variety of channels, depending on your business and target audience. But if you must cut back, make sure your ads are at least memorable and keep in the mix those channels that work for your message. I dare you not to hear Southwest Airline’s “DING!” or Ricola cough drops “Riiiiii…cola.” Find new ways to promote your tagline/sound/look. Southwest gives away a free desktop tool that “dings” when they’re a new fare alert that you’ve requested. Brilliant – not only does the app tell the consumer immediately about its products and services, but it also reinforces their advertising campaign.

5. Keep it entertaining. Maybe your business would benefit from entertaining or funny advertising, provided it doesn’t compromise your brand. During down times, “sin stocks” like liquors, cigarettes and – these days – videogames are all good bets. Why? People want to escape.  If your ad comes on and viewers stop what they’re doing to see it or listen to it because it gives them a giggle, that’s a great way to get your message and brand in front of them.

Optimism may be hard to come by these days, but the reality is people still need goods and services. We’re not living in caves (at least not yet), so get out there and work it to your – and our country’s – economic advantage.  Plus, even if we do end up in caves, I hear the walls make great billboards.