Many of us will know people who have been directly affected by the economic downturn, but whilst the recession is tough on many
businesses, it is also a time of opportunity. It is worth remembering that many of today’s leading businesses were started when
times were difficult – Hewlett Packard and Disney, for instance, both began life in the recession of the 1930's.
The smart businesses that continue to sustain their investment in marketing will be the ones that have the best chance not only to survive the current climate - but to develop, once the recession is over, into more robust companies.
Successful marketing focuses on knowing who your customers are, researching their needs,
communicating how these needs are better met by the benefits of your products and services,
compared to your competitors. Once you know what motivates them to buy from you,
you can then choose the most efficient way to deliver your products to your customer.