Recession Presents New Opportunities
Monica Parham
Vice President, Marketing
As a growing business, you can learn from “best-in-class” consumer businesses, even if you focus on B-to-B or B-to-G services. While watching football with my husband on Sunday, I noticed an awful lot of ads for Japanese compact and hybrid cars. Normally Sunday and Monday night football ads center around big American trucks, domestic beer, and fast food. Then it occurred to me: with the U.S. auto industry in bad shape, Japanese automakers are seizing an opportunity to move in on a market previously dominated by Detroit. And they weren’t just advertising other big trucks–they presented more affordable, environmenally friendly options to a marketplace that has demonstrated a desire for just such products. This got me thinking, “Good move! B-to-B businesses should be doing this, too!”
All sectors are feeling this down economy, but that doesn’t mean we should stop marketing. Look for new opportunities and places to assert your business, gain market share, or pull away from the pack. This doesn’t necessarily mean having to spend more money. Put resonant, relevent messaging in front of your audience and they will notice you. Pay attention to where your competitors are pulling back and put yourself in that space. Seek out and take advantage of opportunities that open up as a result of a shifting marketplace!