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

Guest post by: Ross Fattori

Article Overview: Increase sales and gain market share during a downturn slower economy

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

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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Article Tags: absolute minimum, attitude, budget, budgets, customer base, downturn, economy, gain market share, marketing, mediums, might make sense, networking search engine, new territories, recession, search engine optimization, social networking, stake, viable product, workforce



Related Forum Posts
Waste of time - Hi Barbara I totally agree with you because the spammers just wait a minute or 2 and then enter another posting. I have seen this forums spamed with 8 threads or more on a weekly basis so there isn't really a good reason to make 95% of genuine posters wait.
Re: Review My: e-product sales letter - Hi Evan, It looks great! I'd but it beneath the first Paypal button and let the PS do the work beneath the bottom Paypal button. A couple of points on the wording: 1. The headline "This-better-work..." seems to start out as if the customer is speaking and end up as if you are speaking. Do you see what I mean? 2. Replace "it" with "them" (ebook and bonuses). Cheers! David H
Re: Company services - [quote="bmueller47":2rl7ve6q]Hi there, Just for curiosity, can anyone share, what was there longest wait on the phone. As for me, it took me near enough an whole hour. Mind you, I had it on the speakerphone and it was not a timed call, ie it was free. I was doing something else during that time. Regards Beat[/quote:2rl7ve6q] Hi Beat, I was recently put on hold and had to wait 40 minutes before I got through to a live person to take my tennis court booking (and by then, most of the good time slots were already taken). For a $194/Winter Season Membership, I expect a little better service than that.
What is this "Try again in a short while?" - I just posted a response to a thread on the "Old Boy Network." I don't know what I did...maybe I hit the enter button twice or something... But I got a message saying (and I paraphrase) You can not post a message so soon. Please try again in a short while. This is waaaaaaaaaay too vague. They do something similar at the IMDB -they make you wait 2 minutes in between posts. I appreciate it's to prevent spam floods, but the thing is, "try again in a short while" just doesn't cut it for those people who are genuine posters! "Try again in 2 minutes. " or "Please wait 1 minute before posting again" would be better...
Re: Help me review my report. - Got your PM reply. Can't wait to see the report.


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