Marketing in a Great Recession

1. Insights on Marketing
In a “Great Recession”
February 12, 2009
Fred Broviak
Broviak Communications
Copyright 2009: Broviak Communications
Energize Your Business
In 2009

2. Energize Your Business in 2009
Don’t Stop Your Marketing in a Downturn
• Your clients/customers still need your
products/services, even at a reduced level
• While the market may be smaller, you need to
maintain or increase your market share
• Your competitors may “pull in their horns”,
which can benefit you

3. The Importance of a Marketing Plan
• The 4 Ps of Marketing
• Focusing on Promotion – Marketing
Related Communication
• Today’s “Marketplace” – Both Depressed
and More Challenging Than Ever Before
• A Marketing Plan is Essential to Success
Energize Your Business in 2009

4. The Importance of a Marketing Plan
• Goals – Quantified and Realistic for Your
Business and Marketing
• Specific Objectives, Strategy, Targets,
Activities, Timeline
• Three Strategic Elements of a Results-
Oriented Plan
Energize Your Business in 2009

5. Branding Your Products/Services
• Your Logo – Distinctive, Memorable and
“You” – If Not, Now’s the Time to Upgrade
• Tagline/slogan and Mission Statement –
Have These “Value-Oriented”
• Strong Graphic Design and Powerful
Messages are Key
Energize Your Business in 2009

6. Presenting “Compelling Messages”
• Don’t Over-Communicate – Focus on Key
Messages – Value and What Sets You Apart
• Create Vivid “Pictures” with Copy
• Include: Attention Getter, Interest, Desire,
Call-to-Action, and Possibly Incentive
• Make Them Want to “Buy” vs. Selling
Energize Your Business in 2009

7. Identifying Your “Prime Prospects”
• Reach-out to Everyone?
• Target on High-Potential – “Blue Ocean
Marketing”
• Concentrate Your Resources for Greater
Results
• Draw from Your Experience and Research
Energize Your Business in 2009

8. Choosing High-Return Channels
• Traditional vs. Internet or New Media
• The Power of Internet Marketing
• Cost vs. Impact
• Credibility with Prospects
• Multiple Channels to Reinforce Messages
Energize Your Business in 2009

9. Using the Power of the Media - PR
• Editorial – “Third-Party” Endorsements
• More Effective than Advertising
• Breaking Through the Media Logjam
• Once You’re a Reporter’s Source
Energize Your Business in 2009

10. Other Key Elements of an Effective
Marketing Plan
• Graphic Design – Getting Your
Prospects’ Attention & Motivating
Them to Act
• Website – Harnessing the Power of the
Internet to Win More Business
Energize Your Business in 2009

11. Energize Your Business in 2009
Have a Plan and Stick with It
• Don’t Get Discouraged
• Remember Ray Kroc’s Secrets to
Success – Determination & Persistence
• Downturn’s Don’t Last Forever
• You’ll Realize Greater LT Success

12. Energize Your Business in 2009
Fred Broviak, President
BROVIAK COMMUNICATIONS
Phone: 847-394-5450 / FAX: 847-394-9886
www.broviakcommunications.com