As businesses scramble to adjust to today's uncertain economic future, it may be time to consider all your options when it comes to meeting your marketing needs. The headlines talk of layoffs, but we know that many on the marketing, advertising and communications front are being shown the door. If you don't make something or have a measurable benefit to the bottom-line, the likelihood is that you're expendable. And while we know that many a job has been sent overseas to take advantage of skilled, affordable labor, the concept of local outsourcing or "resource-sharing" might be a way to meet your needs. Imagine several small companies in similar, non-competitive markets who need marketing, research, public relations or other support function, but can't afford to hire a full-time professional. Why not hire the best person you can and then split the time and responsibilities among each company on an "as-needed" basis with pre-determined minimums. So, this week, Company A gets a marketing director for 20 hours, while Company B and Company C get 10 hours each. Then next week or next month the ratio of time could be adjusted to meet the business and market demands of each company. In fact, there could be added cost savings on shared printing, design, web support, photography and other services that taken individually would be more expensive. In a traditional outsourcing role, a company might engage a temporary or contract services agency to meet their staffing needs. And while there are many benefits to utilizing a professional firm, it's also possible to employ the talent of a small agency or freelance team to meet ongoing marketing needs as well. Many of the entrepreneurs that head-up smaller firms have worked for larger agencies and major corporations, so they bring considerable talent and expertise to every project, notwithstanding an outside perspective that's of tremendous value. Consider the marketing director at a company that can't be two places at the same time, say a trade show in LA and a critical business meeting in Boston. Imagine that director calling on the head of a small agency or design firm to stand-in at one of the critical events where a trusted, physical presence is needed. It becomes even easier if the "stand-in" has worked with the client company over time and not only knows the business, but has had face-time at the company, so there's an inherent trust factor involved. In challenging times, it's less about doing the obvious and eliminating staff because it's the expected and seemingly prudent thing to do, And, while traditional outsourcing might be an option, a creative approach that employs resource-sharing or alignment with a marketing consultant or small agency now might pay sizeable dividends long after the economic challenges of today are history. ...read more
By Dawson Marketing Group October 14, 2008
As the everyday headlines recount more news of layoffs, declining stock prices and consumers holding back purchases, it would seem that small businesses might as well close up shop for all the doom and gloom. And yet, for any business owner who has weathered financial storms and recessions of the past, today's news means a "back to basics" approach to running a business. It means planning is back in vogue and rational thinking needs to replace speculation and reactive marketing. How many companies have pulled out their 2008 marketing plan and revisited their goals and objectives for the year? What adjustments have been made to the positive forecasts of late 2007? And now that 2009 is fast approaching, what will small businesses do to align their needs and goals for the market changes that have occurred? Let me suggest opening a dialog with your best customers, the 20% who generate 80% of your revenues. They are probably feeling the economic pinch as much as you, but what are you going to do for them in 2009? Have you even met with them of late to renew your relationship and get closer to understanding how your offerings fit their future needs? Or have you been holding off and hoping that orders in place or current contracts will carry you through the days ahead? My suggestion, don't wait, be proactive. Ask your best clients for direct and immediate feedback. Offer to work with them on terms or slowing demand for your products. Maybe keep prices the same or lower by working with your suppliers and manufacturers to adjust build and ship dates. Make the offer to work with your clients before probelms become apparent. Strong, lasting business relationships are the product of open and honest communications in good times and bad. It means asking "How Are We Doing?" before orders drag an extra 60 days or payment deadlines get stretched ever longer. It means putting yourself, your company and even your employees in the shoes of your best customers. In fact, if your best clients are struggling, you might consider a work-share arrangement with your staff and theirs. No one wins when a good client suffers, but you can make a difference by offering to help before it's too late and the wolf is at the door. ...read more
By Dawson Marketing Group October 14, 2008
On a regular basis, we talk to clients and prospects alike regarding the value of a strong, consistent presence with the media. In particular, the media and columnists that cover the local or national market for a specific niche or speciality such as technology, healthcare or education. For instance, years ago we helped a startup software firm get included in a Business Week article about an emerging market where their product was destined to be a major player. However, the client's product was barely vapor ware at the time and 4-6 months away from even being at the beta stage of development. Fortunately, we had developed "relationships" with the key editors at the most approprate technology publications just after the startup was formed. We then stayed in touch with them and kept them abreast of our client's latest happenings even though the news items we provided were seemingly small and uneventful. Later, when our client had big news to share with the market, the various editors we had courted for months on end shared in the "hot news" we were able to provide to them in advance of the general market announcement. I mention this story after some recent situations with a couple clients who wanted to attract media coverage to their company's, but they had not invested the time, energy and effort to "build a bridge before they needed to cross the river." Yes, they had basic news to share with the media, but having had no news or contact with editors or writers for more than 6 months and then expecting strong interest and coverage once their news was presented was simply unrealistic. Conversely, another client took a smart approach by identifying the best market contacts in the media for their product. Then over a period of 3-4 months they reached out to those select editors and developed a dialog that served the needs of both parties. Then, when an unforseen opportunity came up for a feature story a reporter called and said they were ready to do a story on our client. In less than 3 hours, the CEO was being interviewed live about their product and the story aired twice on the early and late editions of the network news. So next time you tell your staff or external resources to send out a press release, just be sure you manage your expectations and don't expect the world to hold their breath because you've suddenly added a new staff member or an upgrade to an existing product. ...read more
By Dawson Marketing Group November 28, 2007
Today people oftentimes receive their news in a different way than they ever did in the past. This is because news is available almost instantaneously online. While this is great for convenience, it has unfortunately caused some challenges in the way of media management. ...read more
The media plays a very big role in today's information seeking world. With our current technology, people are able to learn what is happening in other countries by watching global new broadcasts and live streaming video. Communicating with friends is just as simple; using cell phones and computer... ...read more