Now's the perfect time to expand marketing

Yes, it seems like the worst is over. Experts say we're climbing out of the recession and better days are ahead.

Although I predicted that companies who kept up their marketing heat during the recession would make the most gains when the economy turned around, here's a column for those companies that crawled into the fetal position.

You know who you are. Times get tough, and the first thing you cut is marketing. It's OK; no judgment here.

But things are getting better, and most of the talking heads on TV say we're almost out of the recession. So I hope you are getting back into the game.

The first thing to do when launching a renewed marketing program: evaluate who you want to market to and how to best reach them.

But do this with a fresh perspective. Dead air with your marketing program for an extended period of time is an excuse to hit the reset button.

Don't just go back to running ads in the same papers or on the same radio stations where you used to advertise. In addition, which market segments offer the most growth and profitability?
Do your research and leverage the data in your decision process.

Explain who you are, what you do

Your options are many. Newspapers, trade magazines, business sections and journals, radio, direct mail and pay-per-click advertising are just a handful of ways to market your company. Plan your advertising buys around media which most efficiently reaches the consumers you want.

If your advertising has been silent, remind your target audiences you're still here.
Branding ads that creatively grab attention, while outlining your company's core competencies, are on message with a re-launch of advertising.

Explain who you are and what you do. That message needs to be conveyed over and above any pretty pictures or designs (although that helps, too).

While accountants, attorneys and other types of professional services should probably avoid doing catchy offers, like buy one hour, get the second free (for obvious reasons) — many businesses, in particular those in retail, can maximize the impact of a new rolled-out advertising campaign with discounts and offers.

As long as the offer is easy to understand and provides real value, this tactic will increase sales and help you track your advertising's effectiveness.

If you have been sitting by the sidelines, now's the time to get back into the marketing game. Be targeted with your resources, be on message, and even throw in an offer to get people talking about you again. These steps will get you back into people's minds.

Josh Sommers is president and CEO of Focus Media, a marketing and public relations firm serving the Hudson Valley. Reach him at josh@advertisingandpr.com or 796-3342, ext. 303. Read his blog at focusonmarketing.blogspot.com or visit www.advertisingandpr.com. His column appears Fridays.