These are tough times for many businesses. Sales are not as good as expected. Marketing costs are being scrutinized, just to be scrutinized again. We might be in the minority but these are the best of times.
Fat years tend to make us lazy. We spend our marketing budget without questioning if any of this is worth a damn. Recessionary times force us to go back to our roots. It makes us think about the value of our marketing efforts. Mediocrity is not acceptable anymore. The glossy brochure that collects dust might be a great value for your corporate meeting, another piece you can showcase and share with your fellow marketers. But, is it really what people want? Just like the banner ads you produce, the print ads, the commercials.
Recessionary times force us to be more creative. Is there a better way to communicate your product features to people than a glossy, expensive brochure? Can we replace the costly redesign of the product site with an innovative approach that shows people we understand what they need? Can we save a lot of money by cutting commercials and, instead of annoying people, offer them value?
Recessionary times make us focus on the basics of our offerings. And communicating them in new, innovative ways. And getting closer to people. By listening. And reacting. These are the best of times.