Feedback Form
Home Features Mastermind Forums About Advertise Blog Network Contact Be An Author

Immunizing Your Business Against Recession By Using Marketing Tools

Immunizing Your Business Against Recession By Using Marketing Tools

Immunizing Your Business Against Recession By Using Marketing Tools
By: J. Glenn Ebersole, Jr., Chief Executive of J. G. Ebersole Associates and The Renaissance Group™

One of the hot topics of discussion in the fall of 2005 is the concern about various types of flu and how people, especially those in high-risk categories, should get immunized. And I also note that there are some people talking about a possible recession in the world. So I thought we should look at immunizing our businesses against recession by using marketing tools.

In researching for this article, I turned to one of my talented marketing strategy sources, Steve Hackney, the “Service Business Profit Wizard,” of Hackney Marketing Ltd. located in the United Kingdom. I have learned much from Steve and I most strongly agree with his advice “DON'T STOP MARKETING! in any economic situation, good or bad.” Steve developed what he calls “recession proof service business marketing tools.” I happen to believe these tools work well for other businesses too and I want to share them with you.

Here are Steve Hackney's 8 Recession Proof Service Business Marketing Tools:

1. Reactivate "dead customers"
Contact past customers who you previously did work for. The
quickest way is to call them and say "Hello, it's
Glenn. I'm calling just to touch base and see how
you're doing, since it's been a few months since we last
spoke." Ask them what's going on with their business, home etc.

Don't specifically ask them for work but end the
conversation - "Well it's been good talking with you. Keep
in touch, and if there's anything I can ever help you with,
don't hesitate to give me a call."

You can send a letter if you prefer.

The purpose of the call is to keep in touch and serve them
better. You'll be surprised how many ex-customers will give
you some more work!



2. Give a superior service to your customers
In difficult times you want to hold on to your current
customers. Give them more than they expect. Serve them well
- better than before. Use my secrets for creating the 'WOW
Factor'



3. Use cross sell and up sell to get more money from new and
existing customers
This is a great failing in many service businesses. It's so
easy to sell more to a customer, once they've taken that
first step and said, "Yes."

Make sure you're taking every available opportunity to sell
more services to your customers.



4. Plan an aggressive new business marketing campaign
It pains me to say this because this should never occur.

You should be continually marketing - if you're a POWER
Marketer. The main reason for this is that relationship
building takes time - particularly when selling services.

If you start now it may take another 6 months before you see
the fruits of your marketing. Continually marketing takes
this problem away.



5. Experiment and test your marketing
This is the only way to get more for less. Test your
headlines, your offers, and your lists (the people you
target).



6. Execute a postcard mailing
Postcard mailings can be excellent for lead generation. One
of my accountancy POWER Marketers recently got an 11%
response from a lead generation postcard mailing. They're
inexpensive to produce and you pay the lowest postage rate!



7. Use broadcast fax advertising
Again like all these things I'm talking about - fax
broadcast should be one of your regular marketing tools.

In the UK a fax can be sent for as little as 3 or 4 pence
depending on the volume you send (and even less in places
like the US). 20,000 faxes for example, can be sent for just ?800 (at 4 pence each). Better still that cost includes the list, and you've got no print cost.

As long as you follow some simple (little known) advertising secrets specific to broadcast fax - you can't go wrong!



8. Set up a planned contact strategy
Make sure you're contacting your prospects and customers at
least once every 4-6 weeks and preferably once every month.

Putting in place a contact strategy like this is one of the
most powerful and effective things you can do. If you don't
already do this - I urge you to do it now. You won't believe
the results!

I join Steve in recommending to you that you have a marketing activity plan running throughout the year. If you want to develop a yearlong marketing activity plan for 2006, please contact Glenn Ebersole at jgeprman@aol.com now.





Immunizing Your Business Against Recession By Using Marketing Tools - To learn more about this author, visit Glenn Ebersole's Website.

Like this article? Share it with your friends

Article Feedback
 Article Feedback No article feedback found.
  Leave Your Feedback
article feedback

Article Feedback
Evan Carmichael
I've created this section on my site to share some of the incredible tools that I've used to build my business. I hope you too can benefit from them and look forward to hearing your feedback on the reviews! - Visit Evan Carmichael's Website

Jeff Foster
WebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas.  We specialize in internet consulting & internet marketing
- Visit Jeff Foster's Website

Dave Kurlan
Dave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website

John Power
John Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website

Stephanie Robey
Stephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals.

She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com   Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences.  Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University.

Read Steph's Blog
Meet Steph and Dave
Sign up for our Free 7-Day BootCamp: Self Employed & Rich
- Visit Stephanie Robey's Website

David Acheson
David Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns.  David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website

Anne Barr
Anne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website

Joe Dager
Joe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean Six Sigma Marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: Business901.com Web/Blog: FundingYourNonprofit.com LinkedIn Profile Follow me on Twitter - Visit Joe Dager's Website


To learn more about the Evan Elite Author Program please contact us.

About The Author


Glenn Ebersole
(Visit Glenn's Website) J. Glenn Ebersole, Jr. is a multi-faceted professional, who is recognized as a visionary, guide and facilitator in the fields of marketing, public relations, management, and engineering. He is the Founder & Chief Executive of the Lancaster, PA based multi-disciplinary & strategic thinking consulting practices, J. G. Ebersole Associates and The Renaissance Group™. He is a Certified Facilitator and business and strategic thinking and planning coach to a diverse list of clients. Also called the "PR Doctor." At J. G. Ebersole Associates and The Renaissance Group™, we offer a unique approach to a wide range of strategic planning, management, marketing, public relations, and communications assignments through our team of independent professionals. We believe that our multi-disciplinary, customized and strategic thinking approach to our clients makes us unique.

Glenn Ebersole is a Platinum author on EvanCarmichael.com
About The Author

View Author Blog
View Author Blog

View Author Video
View Author Video

Free Downloads


Glenn Ebersole's

Complete
List Of
Business-Coach
Articles

Name
Email
If you enjoyed this article, get Glenn Ebersole's Complete List of Business-Coach Articles For FREE!

More Glenn Ebersole
The Top Ten Benefits Of An ENewsletter According To Your Strategic Thinking Business Coach
Your Business Coachs Top Ten Tips on How to Demonstrate Respect Where You Work and While You Work There
How To Recognize Your Ideal Client Tips From Your Strategic Thinking Business Coach
Reaping Rewards From An Effective Referral System
Strategic Actions For Learning How To Think Strategically According To Your Strategic Thinking Business Coach
TOP TEN TIPS TO EFFECTIVELY WORK WITH POLICY MAKERS
How To Strategically Develop Your Ideal Client Profile According To Your Strategic Thinking Business Coach
Twelve Major Benefits For Being Well Organized According To Your Strategic Thinking Business Coach
What They Now Are Teaching MBAs at BSchools According to Your Strategic Thinking Business Coach
The PR Doctors Advice For Television Appearances
Free Downloads


 
 
 


Evan Elite Authors
David Acheson  
David Barr  
Casey Gollan  
Evan Elite Authors

Become An Author
Have you written articles that would be of value to entrepreneurs? Become an expert on our site by publishing them! Expose yourself to a wide audience, drive more traffic to your website and get more sales! Click Here for details.
Become An Author

Evan's Latest Video
Modeling the Masters: Learn the true secrets behind Walt Disney's business success factors & grow your company! Video produced by Phanta Media
Evan's Latest Video

Business Opportunities
"Learn straight from Evan how you can Make a Full Time Income (And More) from a Website"

How to Start An Online Business

Click Here To Learn More
Business Opportunities



Evan's Newsletter
Get advice & tips from famous business owners, new articles by entrepreneur experts, my latest website updates, & special sneak peaks at what's to come!
Name:
Email:
Evan`s Newsletter

Free Downloads
Business Plan Sample Icon Business Plan Sample
Disciplines of Success Icon Disciplines of Success
Why MLMs Fail Icon Why MLMs Fail
Book of Leadership Icon Book of Leadership
Trainning Template Icon Trainning Template
Free Downloads - Complete List

Entrepreneur Tools and Guides
More PR Resources
More PR Resources
Press Release Builder
 
Top 50 Business Plan Blog Posts for 2008
Top 50 Business Plans
Top Business Plan Blogs
 
Entrepreneur Tools and Guides

SEO For Africa
SEO For Africa
Bapane Nsurebe Elmina, Ghana,
Bapane Nsurebe
Elmina, Ghana
SEO For Africa

If I Were A Startup...
Geoff Whitlock, $53k to $507k in 3 years
Geoff Whitlock
$53k to $507k in 3 years
Travis Hartley, 426% Growth in 2 Years
Travis Hartley
426% Growth in 2 Years
If I Were A Startup... - Complete List

Famous Entrepreneurs
Lillian Vernon, Lillian Vernon
Lillian Vernon
Lillian Vernon
Thomas Watson Sr., IBM
Famous Entrepreneurs - Complete List

Entrepreneur Advice
Timothy Ferriss, 4 Hour Work Week
Timothy Ferriss
4 Hour Work Week
Donald J. Trump, Trump University
Donald J. Trump
Trump University
Entrepreneur Advice - Complete List

Popular Articles
(Premium Authors)

     What Is A Solo Entrepreneur?
By Terri Zwierzynski
     Differentiation – Smart Marketing Strategies for the Solo Entrepreneur
By Terri Zwierzynski
     Your Ideal Client – A Key Concept for Solo Business Marketing
By Terri Zwierzynski

Have A Suggestion?
Toronto Salsa Classes / Toronto Salsa Lessons Email us your ideas on how to make our website more valuable! Thank you Sharon from Toronto Salsa Lessons / Classes for your suggestions to make the newsletter look like the website and profile younger entrepreneurs like Jennifer Lopez and Sean Combs!
Have A Suggestion?

More Evan Carmichael
More Information