By Josh Sommers
Published: 04/16/10
As a “PR man” and marketing strategist, I’m an optimist and positive thinker. I try to bring that vibe and culture to the companies I work for.
Late last year, I wrote, with some level of prematurity, that the worst was behind us. This was part of my advice that companies should position themselves with strong marketing for the coming economic recovery. While most companies are still hurting, most economists, indeed, say the recession is over.
Evaluate front-line assets
Hopefully, you have adjusted to the post-recession mindset. Yes, you have to be frugal and smart. But it also means aggressively positioning your company in the marketplace. As companies are, unfortunately, quick to cut marketing resources when times get tough, branding and collateral assets often quickly become outdated. So, start your post-recession marketing with an assessment of your front-line assets.
Evaluate your Web site. It’s where potential customers check you out. Is it out-of-date? Does it not reflect who you are today? Your Web site should not only have current and accurate information, but should also match your company’s sophistication.
Poor marketing hurts image
I recently met with a national wholesale company that was extremely impressive. They are leaders in their industry and sell their products to Fortune 500 companies. But their Web site’s 1990s feel conveyed just the opposite and was likely hurting their business development efforts. Developing a modernized and interactive site became an urgent priority.
I also came across a very prominent professional services company that provided services to more than a dozen specialized industries throughout the Northeast. The organization had a tri-fold brochure for each sector it served.
I cringed when I opened some of the pieces, which were clearly designed by a nonprofessional (likely with a word-processing program) and printed in-house on copy paper. That type of marketing piece, like a poor Web site, actually hurts a company. You’re better off doing without those types of assets if they don’t live up to your organization’s sophistication.
It’s time to roll out smart and thoughtful marketing strategies to grow your business as we climb out of the recession. Start by ensuring your front-line marketing materials position you appropriately and are assets.
Josh Sommers is president and CEO of Focus Media, a leading Hudson Valley advertising and public relations agency. He can be reached at josh@advertisingandpr.com or 294-3342, ext. 303. Read his blog at www.advertisingandpr.com. His column appears Fridays.
