"Waiting is a trap. There will always be a reason to wait. The truth is, there are only two things in life, reasons and results, and reasons simply don't count." - Dr. Robert AnthonyIn the face of this down economy, businesses across the country have lost confidence and increased fears about their future, leading many of them to implement a new and dangerous strategy: The Waiting Game. Even companies spared thus far from the worst financial impact of the recession are reining in their marketing and advertising efforts. Fear is the new black. Pulling ads, skipping tradeshows, and canceling marketing campaigns have become "safe" ways for businesses to try to survive the storm. However, these actions beg the question: What kind of position will the business have when things do turn around?
The time to gain brand awareness, harness new relationships, and solidify existing relationships is now! In the face of great adversity, now is the time to define yourself and your company. Are your budgets cut? Talk to your marketing partners. You'd be amazed at the leverage you can achieve with the dollars you do have, when full disclosure is on the table. Watch your dollars go to work for you by creating result driven promotions (ie. increase web traffic, gain Twitter followers, track redeemable coupons). Keep marketing yourself!
Happy Hunting!
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