Replace ‘wait and see’ with ‘go and do’

Guest post by: Ross Fattori
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Are you a no show? - By Ross Fattori

I’ve spoken with a few retailers lately about their advertising plans in this slower economy. Most of them plan on taking a ‘wait and see’ approach and are slashing their spending to an absolute minimum.

This approach is all wrong. Slashing advertising budgets might make sense for companies that are on life-support. But for well-capitalized companies with a diverse customer base, a creative workforce and a viable product (or service), retrenching shouldn’t be an option.

During a recession, companies need to stay visible and differentiate themselves from the competition. If most of your competitors are cutting back on advertising, there is more opportunity for your message to stand out and make an impact. The worst thing you can do is to allow existing (and potential) customers to forget you.

Rather than slash your advertising budget, why not re-evaluate it? Track what’s working and what isn’t. Explore new mediums (e-marketing, social networking, search engine optimization), stake out new territories and hone your message.

Plenty of opportunities exist for companies to increase sales and gain market share during a downturn. But it won’t happen by taking a wait and see attitude.

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Are you a no show? - By Ross Fattori

About the Author: Ross Fattori

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Ross Fattori has more than 25 years' sales and marketing experience in newspapers and in the publishing industry. Throughout his career, he has served clients in the automotive, retail, real estate and manufacturing sectors by composing winning copy and designing dynamic ad layouts, brochures, direct-mail pieces and newsletters. Mr. Fattori is also journalist who has written extensively for newspapers, magazines and specialized publications across Canada. His writing credits include The Toronto Star, the Toronto Sun, Marketing Magazine, and dozens of periodicals and newspapers. Mr. Fattori writes a blog of book reviews and ideas at www.inferiorplanet.blogspot.com.
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Replace ‘wait and see’ with ‘go and do’

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