MARKETING IN A RECESSION:
DEFINITELY A "MUST!"
We wish you a Happy New Year -- but will 2009 be good for your business?
With the downturn in the economy, your business might be tempted to dramatically cut back in order to cut costs. We can't emphasize enough that this tactic is probably the WORST thing you can do. I compare it to the stock market - right now is the time to BUY, not SELL.
Facts back me up on this. First of all, let me tell you a little story about Kellogg's. During the Depression, when it came to advertising expenditures, Kellogg's outspent its rival, C. W. Post. When the Great Depression ended, Kellogg's dominated the breakfast table - a dominant position that it's kept to today. And consider this example - During the 1920s Chevrolet was outsold by Ford ten-to-one. So during the Depression Chevrolet kept advertising, while Ford didn't. By 1931 Chevrolet outsold its rival.
In a new study by Penn State's Smeal College of Business, entitled "Turning Adversity Into Advantage: Does Proactive Marketing During A Recession Pay Off?" the authors found that businesses entering a recession with a pre-established strategic emphasis on marketing, and an entrepreneurial culture, are BEST positioned to approach recessions as opportunities to strengthen their competitive advantage.
These companies take this tactic just as strong runners and bicycle racers increase their pace on hills or under other challenging positions.
Let every other business cut back. But it pays if you can be SMART about your business and its marketing - and keep up the pace, even during this economic turndown.
Remember what Bill Gates once said: "If I were down to my last dollar, I'd spend it on public relations."
At Maxima Marketing, we work with all of out clients to create a strategic marketing and public relations campaign that centers on your needs and your budget - whether the economy is 'booming' or not. Give us a call at (781) 407-9305 and visit our website: www.Marketingauthor.com
MARKETING TIP OF THE MONTH:
Nothing beats word-of-mouth marketing. Since it's important to get your business name - and your business card - out to as many people as possible - in the hope of referrals, do this: next time you go out to dinner, hand your waiter or waitress your business card when you give them your tip. Trust me --- they'll remember you - and your business.
PROMOTION FOR PENNIES
We've never met a bargain we didn't love - and that same is true for marketing. That's what Off The Wall Marketing Ideas, the book that Debbi co-authored, is all about! (Find it on Amazon.com; it was originally published in 2000 by Adams Media.) Debbi frequently speaks and writes about the subject of marketing yourself on a shoestring budget.
Remember, Debbi's firm, Maxima Marketing, is available for your business when you DON'T want to do it all yourself!
ATTENTION, FLIGHT ATTENDANTS!
Debbi is writing a diet and beauty book for travelers entitled "THE GLOBETROTTERS' GET-GORGEOUS GUIDE." She seeks to interview travel professionals about their diet and beauty routines. Specifically, about how they minimize calorie intake and maximize beauty and a healthy lifestyle while traveling. If you are a flight attendant - or know one - who would like to be interviewed, email Debbi at dkk@marketingauthor.com, to be considered for inclusion in this exciting new book.
HIRE MAXIMA MARKETING - WE OFFER GREAT ADVANTAGES!
We love working with clients in all industries - medicine, aesthetics, food, fashion, technology, you name it. And we offer numerous advantages that set us apart from the competition, which means that we can offer clients more for their money. Here's why:
¨ All clients have their accounts worked on by me personally - not a junior account executive, as would be the case at larger marketing firms.
¨ I am a former journalist, bringing my unique expertise to all of my clients, to secure prominent media placements in prestigious publications and broadcast media.
¨ I am a former Editor of Robb Report - "The Millionaire's Magazine" - and am skilled in promoting the luxury market and high-end businesses, along with retailers, solo businesses and bargain outlets.
¨ I am the co-author of the bestselling business book Off The Wall Marketing Ideas (Adams Media, 2000), which made The Boston Globe's bestseller list in just 11 days after publication.
¨ I have excellent contacts with Boston and national media and a proven record of securing prominent media placements locally in the Boston area and nationally, in magazines, newspapers, television and radio.
¨ I am also an expert in cross-promotion, able to bring together diverse businesses that can work together for a win-win situation.
SAY IT WITH A SIGNATURE TAG LINE!
Don't have a signature tag line? Not sure even where to start? That's where Maxima Marketing can help. Maxima Marketing offers a full suite of marketing, copywriting and editing services - no matter what your industry - financial, retail, beauty, medical, decorating, construction, jewelry, bridal, you name it. We have written copy for brochures, ad, catalogs, billboards, marketing letters, press releases - and more - to entice new clients and customers. We can assist you with signature tag lines that tell your story in a clever, memorable way.
We do exactly what our signature tag line says: We Make You Memorable. We Move You Ahead. To help your business achieve these goals, we offer:
¨ Comprehensive Marketing Plans and Strategies
¨ Newsletters/Brochures/Mailers
¨ Copywriting/Editing/Proofreading
¨ Product Naming/Brand Identity
¨ Signature Tag Lines
¨ Media Publicity/Press Releases
¨ Media Coaching and Training
One of our favorite tag lines? It was created by the late Paul Newman when he launched "Newman's Own." His tag line? "Fine Foods Since February." Hilarious!
SUPER SALE!
SIGNATURE TAG LINES/SLOGANS FOR YOUR BUSINESS
Regular price: $1,500
SPECIALLY PRICED -- $999
Let Maxima Marketing create and develop a business slogan that's unforgettable! Check out the signature tag lines we've developed, at www.Marketingauthor.com.
Here are some fun facts about the professional background of Debbi Kickham, the president of Maxima Marketing:
¨ Debbi was an Editor at Robb Report magazine - "The Millionaire's Magazine" -- for four years, and also served as the magazine's on-air TV spokesperson. She can use this experience to address your business' marketing needs in a solid, productive and engaging way that increases your bottom line.
¨ While an advertising copywriter by day, Debbi worked doing stand-up comedy at night at the Comedy Connection in Boston, for two years. The result? Debbi always has a lighthearted and snappy way to convey her message, and humor is always part of her advice.
¨ Debbi is an expert in idea and concept development (many call her an "idea factory") who always has a clever or witty word -- making all of her communications fun-to-read - while delivering a potent message. Put on your seatbelt when you hear her speak - it's going to be a fun ride!
¨ Debbi has served as a professional on-air media spokesperson for companies that include AT&T, PersonalShopper.com, UndercoverWear, Sure Fit Slipcovers, and VELCRO USA.
TV or Not TV?
Maxima Marketing has secured broadcast placements for clients in venues that include
¨ WHDH-TV 7 (NBC affiliate)
¨ WBZ-TV 4 (CBS affiliate)
¨ CNN
¨ New England Cable News
¨ Good Day New York
¨ Live with Regis and Kathie Lee
¨ ABC News
¨ National Public Radio
¨ and CN8 (Comcast Cable Network).
If your business needs to be seen more in the media, talk to us about your marketing and public relations needs. We will develop and create unique marketing angles for your business, with all of the "hooks" that will catch the eye of the busiest editors.
Happy reading and aloha!
Cruisin' for the Usin'
Debbi and Bill are also the Travel Editors of LUXURY TRAVEL MAGAZINE (www.Luxurytm.com) and they recently took an incredible 16-day cruise through the Panama Canal over the Christmas holidays. Read their review of the Regent Seven Seas Cruises Mariner on the website! If you want the real deal about the world's best resorts, hotels, hotspots and cruises, this is the website for you.
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