Direct marketing, in particular, holds many advantages for SMEs facing a downturn in business. Used responsibly, and based on well-researched data, it’s a cost-effective way of reaching existing customers and, with precise targeting and measurement, you can account for every pound spent on direct marketing. Judicious use of direct marketing can help you hold on to customers who might be thinking of cutting back on spending, or looking elsewhere for cheaper alternatives. It can help you find new customers too – if you allocate spend appropriately and adapt your offerings to suit the new environment.

1. Six tips for Direct Marketing in the downturn

2. Be creative – adapt to the new environment Step 1

3. Resist the urge to cut back on marketing, but do change it to suit the new circumstances Step 2

4. Target new customers who are willing to look around for new deals Step 3

5. Step 4 Make your communications to existing customers more bespoke – offer them products and services you know they will want.

6. Think from the customer’s point of view, and differentiate effectively Think from the customer’s point of view, and differentiate effectively. Step 5

7. Step 6 Resist heavy discounting – you could devalue your brand. Also, will you be able to put your prices back up later on?