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Insights on Marketing
In a “Great Recession”
February 12, 2009
Fred Broviak
Broviak Communications
Copyright 2009: Broviak...
Energize Your Business in 2009
Don’t Stop Your Marketing in a Downturn
• Your clients/customers still need your
products/s...
The Importance of a Marketing Plan
• The 4 Ps of Marketing
• Focusing on Promotion – Marketing
Related Communication
• Tod...
The Importance of a Marketing Plan
• Goals – Quantified and Realistic for Your
Business and Marketing
• Specific Objective...
Branding Your Products/Services
• Your Logo – Distinctive, Memorable and
“You” – If Not, Now’s the Time to Upgrade
• Tagli...
Presenting “Compelling Messages”
• Don’t Over-Communicate – Focus on Key
Messages – Value and What Sets You Apart
• Create...
Identifying Your “Prime Prospects”
• Reach-out to Everyone?
• Target on High-Potential – “Blue Ocean
Marketing”
• Concentr...
Choosing High-Return Channels
• Traditional vs. Internet or New Media
• The Power of Internet Marketing
• Cost vs. Impact
...
Using the Power of the Media - PR
• Editorial – “Third-Party” Endorsements
• More Effective than Advertising
• Breaking Th...
Other Key Elements of an Effective
Marketing Plan
• Graphic Design – Getting Your
Prospects’ Attention & Motivating
Them t...
Energize Your Business in 2009
Have a Plan and Stick with It
• Don’t Get Discouraged
• Remember Ray Kroc’s Secrets to
Succ...
Energize Your Business in 2009
Fred Broviak, President
BROVIAK COMMUNICATIONS
Phone: 847-394-5450 / FAX: 847-394-9886
www....
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Energize Your Business In 2009

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Marketing in a Great Recession

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Energize Your Business In 2009

  1. 1. Insights on Marketing In a “Great Recession” February 12, 2009 Fred Broviak Broviak Communications Copyright 2009: Broviak Communications Energize Your Business In 2009
  2. 2. Energize Your Business in 2009 Don’t Stop Your Marketing in a Downturn • Your clients/customers still need your products/services, even at a reduced level • While the market may be smaller, you need to maintain or increase your market share • Your competitors may “pull in their horns”, which can benefit you
  3. 3. The Importance of a Marketing Plan • The 4 Ps of Marketing • Focusing on Promotion – Marketing Related Communication • Today’s “Marketplace” – Both Depressed and More Challenging Than Ever Before • A Marketing Plan is Essential to Success Energize Your Business in 2009
  4. 4. The Importance of a Marketing Plan • Goals – Quantified and Realistic for Your Business and Marketing • Specific Objectives, Strategy, Targets, Activities, Timeline • Three Strategic Elements of a Results- Oriented Plan Energize Your Business in 2009
  5. 5. Branding Your Products/Services • Your Logo – Distinctive, Memorable and “You” – If Not, Now’s the Time to Upgrade • Tagline/slogan and Mission Statement – Have These “Value-Oriented” • Strong Graphic Design and Powerful Messages are Key Energize Your Business in 2009
  6. 6. Presenting “Compelling Messages” • Don’t Over-Communicate – Focus on Key Messages – Value and What Sets You Apart • Create Vivid “Pictures” with Copy • Include: Attention Getter, Interest, Desire, Call-to-Action, and Possibly Incentive • Make Them Want to “Buy” vs. Selling Energize Your Business in 2009
  7. 7. Identifying Your “Prime Prospects” • Reach-out to Everyone? • Target on High-Potential – “Blue Ocean Marketing” • Concentrate Your Resources for Greater Results • Draw from Your Experience and Research Energize Your Business in 2009
  8. 8. Choosing High-Return Channels • Traditional vs. Internet or New Media • The Power of Internet Marketing • Cost vs. Impact • Credibility with Prospects • Multiple Channels to Reinforce Messages Energize Your Business in 2009
  9. 9. Using the Power of the Media - PR • Editorial – “Third-Party” Endorsements • More Effective than Advertising • Breaking Through the Media Logjam • Once You’re a Reporter’s Source Energize Your Business in 2009
  10. 10. Other Key Elements of an Effective Marketing Plan • Graphic Design – Getting Your Prospects’ Attention & Motivating Them to Act • Website – Harnessing the Power of the Internet to Win More Business Energize Your Business in 2009
  11. 11. Energize Your Business in 2009 Have a Plan and Stick with It • Don’t Get Discouraged • Remember Ray Kroc’s Secrets to Success – Determination & Persistence • Downturn’s Don’t Last Forever • You’ll Realize Greater LT Success
  12. 12. Energize Your Business in 2009 Fred Broviak, President BROVIAK COMMUNICATIONS Phone: 847-394-5450 / FAX: 847-394-9886 www.broviakcommunications.com

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