Is your marketing plan ready for the upturn?

Posted on March 26th, 2009 by Marc Micheli | Filed under: Marketing News, Marketing in a Recession

The industrial blogosphere was teeming with very cautious optimism about an economic turnaround somewhere on the distant horizon. An unexpected uptick in durable goods orders in February prompted some such blog entries, like this one posted by Jorina Fontelera, managing editor of ThomasNet, on TN’s Industrial Market Trends blog. The writer rightly cites far more negative indications, noting it’s way too early to get excited.

Whether or not we’ve hit bottom yet, good marketers are asking themselves two questions:

1. Has the recession changed your market and/or your competitors?

2. Will your company or brand be in a good marketing position prior to the rebound? (Is your marketing plan poised?)

If you can’t answer the first question in a half-second, chances are the answer to the second one is “no.”

Great brands strengthen their overall brand position by marketing specifically to the special needs created by the recession.  If your company keeps that mantra, your brand–even your corporate identity–stays present among its audience and fosters good will.

When it comes time for your audience to make buying decisions in the next economy, they will remember the brand who stuck with them when the times were tough.

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Tags: brand, branding, corporate-identity, durable goods, economy, february, marketing