Ten things to cut in the recession, before you cut your marketing – no.7 – Golf Days

7Mark Twain once described a game of golf as “a good walk spoiled”. Now, it’s not my cup of tea, but I know a lot of people do enjoy whacking a few balls around a bit of countryside, and being a believer in freedom, I would die for their right to do so. Well, maybe not quite, but you get the point.

However, when it comes to the Corporate Golf Day, my mind clouds as the red mist descends. Continue reading

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Ten things to cut in the recession, before you cut your marketing – no. 6 – IT

6So there I was at my architect pal’s office, talking about the terrible state of the economy over a double-shot latte and some lovely little biscuits, when he said he’d just laid off his marketing resource.

“I read your piece”, he said, “you said to preserve your capability to actually do the work, so when it came to choosing between whether to cut a junior architect or the marketing manager, well, it was easy”.

I spluttered a little, but resisted the temptation to pour the latte over his stupid head and simply said “so, is that junior architect very busy then?” I could see, over his shoulder, that the team were playing with a new, elegant design of paper aeroplane, so I didn’t really need to wait for the answer.

Turning off the new-work tap, you see, is just as bad as removing your capability to do the work when you win it. “But what else could I have done?” he complained. Well.

No 6. IT Projects Continue reading

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Ten things to cut in the recession, before you cut your marketing – no. 5

This article was published on Construction News’ website in February 2009.

5Cutbacks continue. Pay freezes, even pay cuts, mass layoffs and general bad news are still the order of the day. And to cap it all, we’re not getting any interest on our savings. At last week’s CIMCIG conference, delegates were depressed by a morning of forecasting that lurched from pessimistic to suicidal.

But after the depression came the inspiration, a series of practical presentations on what you can do to build share, and future profit. In the end, the Conference Delegates went away armed with some new ideas and a steely determination to market their way out of the recession.

They will of course face opposition from their employers, who will question the spending of money on marketing. So still they will need to be armed with ammunition to protect and preserve their marketing resource. So it is with that in mind that we continue our series of ‘Oi, cut something else’.

No 5. Turn Stuff Off Continue reading

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Ten things to cut in the recession, before you cut your marketing – no. 4 – Executive Costs

4Well, the New Year doesn’t seem to have made things any better out there. In fact, not only is the economic outlook just as bleak with Big Al now saying we’re in a ‘prolonged recession’, it’s even got colder.

So, of course, cutting back on those non-essential costs is just as high on the Boardroom Agenda as it was before Christmas. As usual at such times, the knives will be out for the marketing budgets.

But, as shown in previous articles, cutting marketing is a ‘bad thing’, it leads to less business in the future. So here’s the latest idea in our series of ‘Oi, cut something else’. Continue reading

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Darling, you’ve cracked it

Phew, that’s a relief. Finally the government has got hold of this financial crisis by the short and curlies and sorted it out. The wonderful and original VAT cut will propel us out of recession and back into boom time. Trebles all round! Continue reading

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Cleaning up in Communities

As published in InPublishing (formerly InCirculation), November 2008. Available as a podcast here.

Publishers have spent significant sums, and plenty of man-hours, trying to get some interaction going on their websites. With a few honourable exceptions, most have failed. However, the online soap phenomenon seems to attract a great deal of interaction, maybe we can learn from it? Continue reading

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Ten things to cut in a recession – no. 2 – Meetings

As published on Construction News’ website, 17 October, 2008.

2As regular consumers of this column will know, CIMCIG champions the sensible continutation of marketing activity in tough times.

Without boring you with the details again, it’s been shown that companies who continue their marketing activity in recessions take market share from those that don’t – and keep it once the recession is over.

But of course when times are hard, companies do need to pull in their belts, so we’re prepared a series of ‘cut that first’ ideas. Continue reading

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