It's been a long time since I've been up here, but I'm going to try this again. We've been releasing new products and a new website at the same time, and it just was a bit too much to try to control all of that and a blog. But anyone marketing a small company knows how that goes.
We've been weathering the economy pretty well, and a lot of the credit has to go to the company understanding that marketing is not the place to cut back. We're refocusing our marketing dollars and finding better ways to spend money, while keeping a wider presence than our competitors.
Keep in mind:
- Now is the time to renegotiate your advertising. From top to bottom, magazines are desperate for your ad dollars. Don't take the first, second, or third offer - wait for that great deal that you never thought you'd get. Blame your choice on the powers that be, but let them know you're still interested so they keep coming back to the table.
- Tradeshows are also much more willing to negotiate than we've ever seen before. Tell your contact that you're having to cut back shows this year, and you'll find them jumping at you with lower prices on your booth space.
- Do not ignore your Google Adwords! Competitors are dropping out (or reducing their presence) in the advertising race on Google, and you can take advantage by dropping your bids on many of your most expensive keywords.
When your boss says cut the budget, there are many ways to do this. It doesn't have to mean reducing your ads, tradeshows or online presence - just find better ways to spend!
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