theworstoftimes
DOUGSACKSmusesoverrecentissuesintheUSA.
Asconsumer
somethingjustisn’trightabout scale,perhaps–takeadvantage Thenewweb-baseand
that.Iadmitthisishighly ofthecompetition’shibernation mobiletechnologiesaretaking
attitudeschange judgmental,butIcan’thelpit orhesitancytomaintainor thisbeyondtheestablished,yet
fromfree-spender
–I’dbehappytohaveabeer i
withaserialmale‘pedicurphile’ a71
ncreaseitsmarketingbudget stilleffectiveprintedcoupon,
butIwouldn’tentrustmymoney a71
Findcheaperwaystodothis intotheelectronicrealm.
tosaver, Lookoverseasfornew Onelastpoint:Indifficult
marketershaveto
tohim.Sorry!
Individualssufferingaloss a71
customers,ifpossible times,itbecomesevenmore
Takeadvantageofthe importanttogettogetherwith
re-align,re-define ofincomecreatea‘domino consumer’smoreconservative othermarketerstoshareideas,
andre-design
effect’disasteratfederal,state spendinghabitswherever taketurnscomplaining,etcetera.
andlocalgovernmentallevels: possible. Don’tworkinavacuum.
theirmodels.
lessmoneyfilteringdownto Lookforwaystodothisthat
Thosethatdo
individualstatesfromUncle Waystosave won’tbreakthebank.
willdowell.
Sammeansprojectedoperating Innextmonth’scolumn,I’ll
deficitsarebeingmeasuredin discusscouponing,whichis
DouglasSacksisVP–strategic
planningandpartneratFocus
billions;so,statescutbackon undergoingaresurgenceas
WorldwideLLC,specialisingin
theiraidtothetowns...and morepeople,eitherbyneedor
globaldata,analyticaland
townsareforcedtoslash changedmind-setlooktosave marketingsolutions.Email:
budgetsandcutbackon anywaytheycan. doug@focus-worldwide.com
servicestothecitizenry.
EveninmylittleNew
EnglandvillageofWethersfield,
weareabouttofeelthevery
realeffectsofthis–alltown
departmentshavebeenaskedto
slashtheirbudgets.
Ourforward-thinkingmayor
hasaskedthatthenext
breakfastmeetingoureconomic
developmentandimprovement
commissionhostshasasatopic,
‘Howbusinessescansurviveand
thriveindifficulteconomic
times’.I’llbeonthepanel(I’lldo
almostanythingforafree
breakfast).
Myplanistosaythesame
t
a71
hingsIsayinthiscolumn:
a71
Don’tstopmarketing
Don’tstopsearchingformore
a71
customers
Don’tneglectyourexisting
customersorthey’llbecome
yourcompetitor’snew
a71
customers
Re-directyourmarketing
budgetallocationsasnecessary
tofindmorecreativeand
efficient(measurable)waysto
a71
doallthis
BeliketheJapanesesushi
place–albeitonamorelimited
www.dmi-news.com January/February2009 15
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