Low Tide: Marketing When Times Are Tough

January 15, 2009 · by Scott Simpson

Marketing is more important than ever in a downturned economy. It’s how you make the connection between what the client needs and what your firm does well.

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Keep Marketing Material Handy

Create a boilerplate content folder on your network. Save marketing content — positioning message, mission statement, elevator speech, tagline, etc. — as boilerplate copy for easy retrieval and use in your marketing materials, including your Web site, print and electronic brochures, e-news, newsletters, and the like.

Create a story idea archive. Review your knowledge and distill story ideas from case histories, personnel profiles, corporate events, and national trends that your firm is part of or a new research report of interest to clients and prospects. The story idea archive will complement your image archive. Add to it on a regular basis. Keep it categorized for easy retrieval for press releases, speeches, media pitches, and client presentations.

Create an image archive. File high-resolution photographs so they can be easily e-mailed or downloaded from a media room on your Web site. Include employee head shots.

Create an archive of press releases, columns, and articles. Catalogue all releases. When someone on your staff writes a column or is quoted in the press, be sure to archive these pieces. They will be invaluable for future marketing.

Include press releases, columns, and articles on your Web site. Place this information in chronological order and make it available to the public.

Source: Business Comes to the Expert by Brenda Richards and Kathleen Soldati, www.greenway.us/expertbook

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