How Lancashire businesses can fight the downturn (From Lancashire Telegraph)

How Lancashire businesses can fight the downturn

1:16pm Monday 15th December 2008

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I’ve been doing the rounds of the networking circuit recently and, unusually for me, I’ve taken the opportunity to speak to audiences about how we, as businesses in Lancashire, can fight the downturn.

Normally, I’ll hover at these events, a passive observer waiting for people to talk to.

Well, these are changing times and I’ve changed my approach.

It boils down to this – we have fantastic businesses doing fantastic things in Lancashire, and it’s time we shouted more loudly about it.

Frankly, this is no time to be shy.

So here’s my manifesto for marketing: l We must be proud of what we sell in Lancashire and not shy to say so. We need to trade more with each other to keep our local economy vibrant. We have talent, endeavour and creativity here – let’s use it. Let’s work with each other more. Let’s stop giving jobs to London and Manchester. Keep it here.

l If you don’t tell; you can’t sell. So get marketing.

l There’s loads of businesses out there that don’t do marketing and PR – and you’ve never heard of any of them!

l “If I was down to my last dollar I’d spend it on PR” – Bill Gates l In the early 70s recession – those who did not cut marketing more than trebled net income by 1977. Those who did cut barely achieve a doubling.

l In the early 90s recession – Nike ‘kept the faith’ and emerged from the downturn with an increased market share, ahead of rivals Reebok and Adidas. They are still number one in their market.

l In the current downturn Dairy Crest say the only way through is to market more aggressively.

l Cutting your marketing budget to help in a recession is to remove your heart to stop a graze oozing. You still need to pump the blood; you still need to talk to customers.

I’m happy to accept that . . . “Well, I would say that.”

But we’re putting our money where our mouth is – two five-figure web developments; two re-brands; accelerated marketing activities; additional efforts on client retention, up-selling and cross-selling activities; new client identification and targeting.

And here’s my pitch – because, as I say, this is no time to be shy.

If you want to reach more businesses and tell them what you sell, then call me on 01254 295580.

We will help you maximise your media coverage; develop and implement cost-effective, objectives-led marketing strategies; host memorable events or create brochures, advertisements, newsletters and flyers that make people buy more of your stuff.