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Give me an ‘L’! Give me a ‘U’! Give me a ‘V’! Give me a ‘W’! Give me a…

Actually, enough of the alphabet-obsession when it comes to describing the shape of this recession. Is it just me or is a lot of the media punditry of late beginning to collectively sound like some sort of deranged, dyslexic cheer squad? Only without the mini-skirts and pom-poms. All I know is: (i) we’re still in it up to our proverbials; (ii) a few isolated green shoots of recovery do not a sustained upswing make; and (iii) none of Westminster’s rather expensive recovery programmes seem to be doing UK SME’s much in the way of good.

‘Tis indeed a cruel business summer. But maybe – just maybe! – bad times aren’t around the corner and the outlook isn’t necessarily vile. Branding consultancy Clear reported in a recent survey that 42 per cent of Britons are still spending money and feeling positive about their financial situation, so there’s still market share to be gained. In a zero-budget environment, however, the burning question is, of course: How?

All things marketing have earned especially close attention from yours truly since January. Not in any pejorative sense, but as a means by which we can cut better deals with advertisers, gain the most insight from our current client data and generally try to determine which combination of channels delivers the best return. In my opinion, getting ahead during tough times is all about understanding trends. For if you can quantify what and when your sector’s buying, you’ll be able to cut your marketing cloth accordingly. N'est-ce pas?

Unlike some CEO’s I’ve observed (and who shall remain nameless), one’s first impulse during tough times shouldn’t be to slash marketing and PR spends. I’m not advocating blithely carrying on as usual, please note – a recession is attention-worthy, after all – but it is possible to market in ways which increase response rates and ROI even during a downturn (DM and digital is an excellent channel combination, for example). Ditching ye olde volume-based, ‘bigger is better’ approach to marketing in favour of a marcoms stance which is more targeted and that emphasises value is also a canny move. But before you direct your marketing people to press ‘Send’ on your next e-mail campaign in the mistaken belief that online will provide a cheap, accessible channel by which to spam your way to recession-busting sales glory, I suggest you think again. My observation is that online is all but maxed-out at present. Open- and click-through rates are in freefall as punters are being inundated with unsolicited offers. It’s as if we’ve come full circle and are repeating the mistakes of old Eighties-styled direct mail – only digitally and not via letterboxes.

The companies and brands that will not only survive but even prosper during the rest of 2009 and beyond will be those whose marketing messages reassure consumers and whose products/services are perceived to add value. Now is definitely not the time for clever tricks or expensive marketing gimmicks, I believe. So let’s accentuate the positives, better manage the negatives and continue to give clients the right encouragement to part with their hard earned, shall we?

Published Jul 27 2009, 11:20 AM by Mark Roy

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