Keeping marketing costs low in a recession

In these difficult times, as the customer pool shrinks and budgets tighten, companies must fine-tune their marketing efforts.

Here are 12 tips on refining your marketing approach to maximise effectiveness and minimise costs:

  1. Eliminate marginal investments.
  2. Increase direct marketing.
  3. Negotiate discounts on trade publication advertising.
  4. Use trade shows smartly.
  5. Enhance your website.
  6. Move to virtual seminars and workshops.
  7. Put marketing collateral online.
  8. Publish articles on your subject of expertise.
  9. Use newsletters.
  10. Provide speakers to meetings and conferences.
  11. Find a marketing partner.
  12. Create a referral programme.

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