CE Pro July 2023 - 48

OPERATIONS
Marketing Tactics
times are tough. By investing in marketing to stay connected
with your customers, you position yourself to earn their
loyalty, referrals, and business.
M
A
AINTAIN BRAND AWARENESS
Maintaining your market position through brand visibility
and awareness strategies is critical in tough economic
times. Customers want to buy from brands they know,
respect, and trust. When you consistently message your
value and stay top of mind, customers are more likely to
remember your business and choose it over competitors
when making a purchase.
DD MARKET SHARE
Many custom integrators blindly reduce or stop
marketing and advertising eff orts as a knee-jerk reaction
to economic volatility. However, this creates a gap and
opportunity in the market for smart businesses to capitalize
on. By consistently investing in marketing and messaging
your brand value to customers, you have the opportunity to
not only maintain but also strengthen your hold on current
market share and gain new ground.
In doing so, you gain the competitive advantage and
strengthen your position as a thought leader in the industry.
This puts you in a prime position to capitalize on growth
opportunities during all economic conditions, while your
competitors will struggle to regain lost momentum when the
market turns.
R
EINFORCE YOUR FUTURE
Economic downturns are challenging for businesses,
including my own. Adopting a forward-looking perspective
toward marketing is essential for companies seeking longterm
success.
While marketing eff orts may yield immediate results, they
also play a critical role in ensuring a strong sales pipeline
Lean into the SMART Approach to navigate both growth
markets and economic downturns: Secure Customer
Loyalty; Maintain Brand Awareness; Add Market Share;
Reinforce Your Future; and Transmit Strength.
by keeping customers and industry infl uencers engaged with
your brand. Remember: We don't magically arrive in a great
future. It's through intentional strategic investments that
our businesses weather any storm and achieve success.
T
RANSMIT STRENGTH
Maintaining marketing eff orts during an economic
downturn signals that your business is stable, reliable, and
committed to being the go-to service provider for technology
solutions. Customers are more likely to stick with
companies consistent in their branding and communication
outreach, especially during uncertain times. Demonstrating
your business is here for the long haul helps build trust and
cement loyalty among your customer base, making them
more likely to choose your services now and in the future.
Rough seas make stronger sailors. We are facing a rough
sea right now, but I encourage you not
to panic during this time of market
volatility. The challenges of a
shrinking economy are tough.
Still, businesses that weather
the storm with longterm
strategic planning
and alignment of their
marketing and business
strategies will come out
stronger, more resilient, and
better prepared to thrive in
the future.
RON CALLIS is CEO
of custom integration
industry marketing
specialist One Firefl y.
48 | CE Pro July 2023
cepro.com
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CE Pro July 2023

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