A Common Sense Guide to Marketing in Tough Times

Here are 11 pieces of timely logic from Jim Cusson, partner and chief strategist at birdsong gregory, a Charlotte, NC marketing agency and advertising agency.

1. Don’t panic. Yes, the economy has been knocked down pretty hard. But if you let your emotions get the best of you, you won’t be much good to your employer ... or your loved ones.

2. Keep marketing. People are still buying stuff. You simply need to find buyers at a cost-effective clip. If you stop marketing you’ll lose customers forever and be among the last to participate in the recovery.

3. End mediocre approaches. If they didn’t contribute much during the upswing they’ll probably contribute even less today. Accept that reality and move on.

4. Find opportunities in crisis. What doesn’t kill you may indeed make you stronger if you’re willing to open yourself to better ways of doing things. If you’re unable to be objective, get some help from a Charlotte, NC marketing agency.

5. Do your homework. Understand who’s buying right now -- and why. Then find similar buyers.

6. Put friends ahead of strangers. People most likely to buy are your past customers, followed by genuine prospects who’ve inquired but didn’t convert. Turn your buyers and fans into evangelists. Start with people in your database.

7. Tune your message. Show why your product or service is particularly relevant today. If appropriate, sell escapism. Or stress relief. Or savings. Position your offering as got to have rather than nice to have.

8. Run smart experiments. You needn’t bet big on an unproven strategy. The best marketing agencies in Charlotte are the best testers. The key is to minimize downside risk while maximizing upside potential.

9. Keep score. Stop making decisions based on opinions and start counting actual dollar votes. After you test, do the arithmetic -- then change or eliminate your losers and roll out your winners. Eliminate waste and start tracking your outcomes to the bottom line.

10. Embrace the newer stuff. Take advantage of digital opportunities to cut costs, raise profits, and be greener. Put some sweat equity into social networking and other Web 2.0 options.

11. Dare to be great. Be bold. Do something unforgettable. Or newsworthy. Or viral.