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Marketing in a Recession

Marketing in a Recession
2002 Jeffrey Dobkin

Not everybody is in a recession.
Some firms are doing quite well, thank you. In this down economy selected entire industries are really flourishing: the mortgage industry for example, is booming, so is the security and protection industry; snack foods are up a few good points and the gift industry is particularly strong.

While people stay closer to home local shopping is doing well like housewares, and home items. Theres a big boom in stereo, and TVs; and local travel - especially places that are short drives - are up significantly. With the money people arent spending on flying they are buying more stuff, and spending money closer to home. And everybody appreciates the fact that gas prices are the lowest in years.

Dont wait
More discretionary money is available from people who arent traveling. That money is going to be spent somewhere.

Keep mailing
Youll have less competition.

Negotiate with your vendors
You cant squeeze blood out of a stone, but in this economy people are more likely to negotiate and barter terms, price, services and goods than when things are going well and everybody is getting list price. You never know until you ask - so ask.

Use Press Releases to supplement your ads
Double your exposure. The magazine publishers (and the magazine industry in general) are having tough times, too. Theyll appreciate your advertising support - and are most likely to show their appreciation with editorial support via your press release.

Limit Test Mailings
Stay with what works. Pare back on those wild ideas for tests youve had, and mail closer to home with tried and true markets youre pretty dern sure will pay off. Limit experimental tests to markets closer to those home-run markets youre mailing too, and keep mailing the ones that look most likely to pay off in the short run.

Test smaller quantities
You see a sign on a wall, Wet Paint. So, the first thing you do is you go over and touch it. Right? I thought so. Me too. Face it - testing is in your blood, youre a direct mailer at heart. You cant stop testing -- and I wouldnt want you to. Its a necessary part of direct marketing: you need to explore new market segments to grow.

So while you cant stop testing, you can test more precisely. And you can test smaller numbers. If youve been testing cells of 5,000 records, drop down to 4,000. So the statistical analysis of the mailing results wont be as absolute, so what? Youll save money. It may be a little more work, but guess what? Itll save you money. And it make take longer to get the exact results you need to predict a profitable rollout, but you guessed it: it will cost you less, youll save money.

By the way - if you run a small business; no, I mean a really small business, and mailings of 5,000 are a lot for you - as they are for many of my small business clients and friends, feel free to mail even smaller quantities. Face it, owners of SOHOs and VSBs (very small businesses) dont have $2,500 to test a 5,000 name list. So heck, dont let that stop you: mail just a thousand pieces. Youll be able to tell if you are getting any sales - or any calls at all from the list. Youll know if this mailing paid for itself, and youll know it fairly quickly. So what if its not statistically sound - youll learn enough to mail more or not mail more to that list. And isnt that what testing is all about?

Sell more subtly
Send a survey. Feel people out - see what they want, then offer them that. Surveys are usually welcome, and can yield quite surprising information when designed correctly.

Save on printing and literature costs
I almost always recommend throwing a loose qualifying net: designing ads and mailers to make everyone call, then later-on, sorting out the callers into an A, B, and C prospect list. In these tough times consider sending a smaller interim package of material to first level respondents instead of your $8 wonder-pack mailer, and save on those literature costs. Dont worry - if theyre interested - theyll call for more information.

As a bonus, your interim literature doesnt have to sell the product as hard. And believe me in good times and bad, yikes its tough - from just a few sheets of paper - to make a person put a check in an envelope and wave to it, or drive someone to pick up the phone specifically to place an order.

With an interim mailer, you can just sell the phone call, which is much easier: Just pick up the phone and call us toll FREE -- Well send you our four-color glossy brochure, and well include our full instructional manual along with it, so you can see exactly how easy it is to Then put a special phone number on it, and when this phone rings, forward it to Ivan Perry - your top superstar salesman who closes 90% of his customers on the first phone call.

Mail to your own top 100
Its the first mailing I recommend to any of my new clients. Even if its just a Thank you for your business! post card, mail something to your own list of your top 100 clients. You can never do too much for them. You know what other businesses call those folks, dont you? They call them prospects.

Mail to your other top 100
Mail to your top 100 prospects. You do have a top 100 prospect list, dont you?

Stop trying so hard to get orders.
Nobody likes a pushy salesperson. How about not concentrating so hard on getting sales, but on getting and keeping - customers. Not every letter I create for clients is a sales letter. Some just say a warm thank you. Some just touch the heart and create loyalty, or strengthen the bond between clients and their customers. Like Hallmark, just more personal. You can do this, too, in your letters.

Use letters as vehicles of personal communication
A well written and well designed letter is always welcomed by the recipient. You can reach the president of the MGM Grand Hotel, a State Representative, or a top executive of most any firm with just a plain old letter - what a great tool to accomplish almost any task. Dont forget to write the objective of your letter first, then draft the letter to your written stated objective.

Word Count: 1100

Jeffrey Dobkin, author of the incredible 400-page marketing manual, How To Market A Product for Under $500 ($29.95), now has a second book, Uncommon Marketing Techniques ($17.95) - 33 of his latest columns on small business marketing, exactly like the one you just read. Both books are available directly from the publisher - 800-234-IDEA. These books are completely filled with tips and techniques to make your marketing faster, cheaper, more effective - and fun. You never learned this stuff in college! Mr. Dobkin cuts right through the theoretical crap and demonstrates a wealth of practical how-to direct marketing techniques. He is also a speaker, a direct mail copywriter, and a marketing consultant. To place an order, or to speak with Mr. Dobkin call 610/642-1000. Fax 610/642-6832. Phone orders welcome - Visa, M/C, AMEX. From The Danielle Adams Publishing Company, Box 100, Merion Station, PA 19066. Or visit him at www.dobkin.com. Satisfaction Always Guaranteed.

Jeffrey Dobkin Has written 2 great books on marketing that can be seen on his website at www.dobkin.com Call him at 610-642-1000

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lead marketing mlm Products we recommend
Red Sox vs. Yankees: The Ultimate Rivalry

Red Sox vs. Yankees: The Ultimate Rivalry
From the Babe to Bucky and an unprecedented 2004 ALCS tm comeback - pride, passion and performance have been the hallmark of the storied rivalry between the Boston Red Sox and the New York Yankees. The Ultimate Rivalry covers the Red Sox vs. Yankees with superior access, exclusive interviews, incredible footage and players wired for sound. Beyond the classic on-field confrontations, The Ultimate Rivalry also explores the teams' annual off-season maneuverings. Who gets Curt Schilling or Randy Johnson? David Wells or Johnny Damon? And who is the real MVP - David Ortiz or Alex Rodriguez? But it's the games - from Derek Jeter diving into the stands, to the phenomenal ALCS comeback by the Red Sox - that makes this collector's keepsake so memorable. There is no rivalry in baseball like the one played in the shadows of The Bleacher Creatures and the Green Monster tm . And there is no more in-depth coverage of the 21st century version of this rivalry than Red Sox vs. Yankees: The Ultimate Rivalry. Bonus Features: 1949 Newsreel: Final Weekend Of Regular Season 2004 ALCS Game 7: Final Out & Celebration 2001: Carl Everett Breaks Up Mike Mussina's Perfect Game 1986: Roger Clemens' 20 Strikeouts (Final Two K's in Game) 2003: Roger Clemens' 4,000th Strikeout & 300th Win July 1, 2004: Red Sox vs. Yankees Game Highlights Joe Torre's Safe At Home Foundation PSA

Customer Review: Really awesome!

This DVD is awesome! It shows the Yankees and Red Sox rivalry through recent years. I thought it was fun to see thigns that happened 20 years ago (some things are even older). You can hear Joe Torre or Terry Francona narrate it. That's cool, too!

Customer Review: Disappointing

Nowhere near as good as it could have been - considering all the material over the years there was to play with. Shame.

SteelSeries Siberia full-size Headset USB - White

SteelSeries Siberia full-size Headset USB - White
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Felting Needle Mat - Large

Felting Needle Mat - Large

SanDisk SDMX2-1024 Sansa e140 1 GB Digital Audio Player with SD Expansion Slot

SanDisk SDMX2-1024 Sansa e140 1 GB Digital Audio Player with SD Expansion Slot
SanDisk's Sansa e100 Series Digital Audio Players provide high-quality digital music playback, with easy navigation and expandable memory, at an affordable price. The SD slot provides the users to add up to 2GB of additional storage space for their MP3, WMA (including protected purchased content), and Audible format files. Up to 17 hour continuous playback using one AAA Battery (included) Comes with sleek carrying case and armband to protect your player, keep your hands free Future accessories will be available e.g. Car Kit, Home Kit, External Speakers, Cases· Enhanced Sound Fidelity With SRS WOW Easy to use - plug and play, no drivers required Value added software offers Indigo backlit LCD provides ID3 Tag information (v.1 and 2) One-year warranty

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Customer Review: Great but 1 flaw

This player is small and lightweight. I carry it in my pocket when exercising and you barely know it's there. There is an armband that comes with it + the cover if you don't have pockets. Adding songs is simply drag in drop in Windows Explorer. The screen can light up blue when you press a button and automically turns off. You can change the brightness of it too.



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Spearhead Blowgun Darts 10 Pack

Spearhead Blowgun Darts 10 Pack
The spearhead darts are one of our most popular darts. Spearhead darts are strongly recommended for hunting. These darts are 4" long and are made to work with all.40 caliber blowguns. These darts are available in packs of 10 or 100 count.

Optional Accessories: The quiver for this dart is item Q-10 hunting dart quiver.

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Market Wire - TheSUBWAY.com Posts Stock Pick List: Reaching an Agreement for Distribution!

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