This seems to be a common topic among companies and individuals.  Everyone is asking the same thing. What should we do? Many companies have taken drastic measures and cut staff, altered working hours. That may all be warranted in some cases, but I’m not an economist. There’s no way I can give anyone an exact answer, but I can tell you some things that seem to be working for us. We call it  “DEFY THE RECESSION”! We’ve simply refused to participate. We don’t get all caught up in the media spin and how everything is going down the toilet. Nobody is saying that the economic woes haven’t touched Realm Advertising. They certainly have. But instead of dwelling on these instances, we’re looking at what we know has worked. Accepting the cards we’ve been dealt and getting on with it.

People ask me all the time, “How do you guys do this when the unemployment rate is up to almost 10% and the lists of failed banks and companies are growing longer every day? Seems overwhelming, right? We've gone back to formula. The basic foundations of communications, but with a spin.

Here's our 10-step program for DEFYING THE RECESSION:

1. Make it count: In today’s marketplace every time you speak to a client or potential, make the message relevant to sales and to their bottom line. People all want to get back on track. Show up with ideas and the enthusiastic know-how to get the job done and you’ll get in the door and have a relationship that can grow.

2. Never stop marketing: During a recession you should never stop telling your story. On the contrary. When we stop speaking with their customers/employees, we become less top of mind and less relevant. Never let your organization lose focus. Invent ways to stay in front of your customers.

3. Revisit your base: When the economy is going great people tend not to talk to those “bread and butter” type of clients. You know the ones that got you where you are, way back when. These older, more mature relationships can work for you in a variety of ways to make you more topical in specific industries.

4. Sponsor, sponsor, sponsor and then work it: Many people think that when the economy is in a slump, that spending extra dollars to get your name out there is a waste. Not hardly. It’s because of the sluggish economy that there’s less noise. Less companies and individuals vying for the limelight. Many times you can barter or negotiate great deals for sponsorships. The economy has hit them too. They’re ready to make deals.

5. Try something new: In saying try something new, I’m not saying try something risky. Defying the Recession is about being smart, using your time and assets you have available to get ahead. That’s what we are telling our clients and that’s what we are doing ourselves. Social media is one of those assets. It has given companies the ability to speak to clients and for them to speak back in an honest nonsanitized manner. This is a huge topic in itself, but know this. People are interested in the conversations on Facebook, LinkedIn and Twitter. It’s not for every company but the platform is free and gets people talking.

6. Think vertical: If you have a strength in a particular market, utilize it. This is when that old client base can help you. Use the experiences you’ve had in the past and test and see what other companies in the space have need for your solutions.

7. If you got’em, keep’em: Retain customers at all costs, even though they may not be spending like they did in the pre-recession times. Why? Because their businesses will return, and they’ll appreciate you for not ignoring them through the lean times.

8. Be aggressive: There’s a battle raging in the marketplace. Companies are fighting for your customers. Don’t show up at a gunfight with a knife. Know your competition. Know their weakness, and use it against them.

9. It’s never been a better time to talk about yourself: Come up with a platform that will satisfy a current problem in the marketplace. Be relevant. Take our DEFY THE RECESSION campaign for instance. This initiative has several purposes. Whispering to our clients and prospective clients that not talking to their customers and employees will hurt their businesses is not only the right thing to do for our clients, it’s good for Realm business too.

Here's a great story that our copywriter found about two well-known beer companies. One of these companies chose to participate in the recession. Schlitz was the #2 beer brand in the country (behind Budweiser) with Miller a distant #7. When recession struck, Schlitz abandoned all marketing while Miller increased theirs. Today Miller is #2 (still behind Bud). And Schlitz? They've been bought by Miller.

10. Be the best value: There are so many companies out there looking for business, and when they find some they try to cash in and make up for months of lean times. Remember. Business is still all about the relationship. People remember companies that are helpful and tend to make recommendations to others.
 

And finally (this is a bonus bit): Be positive. It doesn’t solve the economic woes directly, but people want to be around optimistic people with can-do attitudes. WINNERS. It’s infectious. In my 20 years in advertising I’ve been blessed in many ways, but in one way in particular. I have a supportive staff that unselfishly keeps pushing Realm forward. We're certainly on a ride. Tallyho!