This article was published in Industrial Distribution Magazine on May 1, 2020 In my 18 years of experience as a communications and marketing professional, I have learned that when the economy takes a hit, one of the first things manufacturers and distributors invariably do is cut their marketing budgets. For many, doing so appears to […]
With COVID, How Should We Be Marketing
Marketing during the COVID-19 crisis has become complicated. Most of us have been home for a while now, and the initial shock of COVID-19 is starting to fade. As a result, many of us are beginning to think about what we should be doing to maintain our businesses during this crisis and come out stronger […]
Best Ways to Get the Most Marketing Buck for the Money Right Now
The most important step marketers can take right now because of COVID, is to keep marketing. This is how they can come out strong once the virus is gone. However, they may have to make changes, and with funds tight, be more strategic. This, according to Robert Kravitz, president of AlturaSolutions, a marketing content creation […]
In Tough Times Great Brands Become Greater by Increasing Marketing Budgets
With the current meltdown on Wall Street, and concerns we are now deep into a recession, if not worse, I thought this would be a good time to discuss marketing budgets. Invariably, the first thing many companies do when a recession occurs is cut their marketing budgets. This was widespread after the 2008 Great Recession, […]
Six Marketing Steps Jansan Companies Should Take Now to be Stronger When the Rebound Comes
Many in the professional cleaning industry report they are swamped right now, with end-customers asking them to help them sanitize their facilities. However, at the same time, they realize our country has come to a virtual standstill, and no one knows when some semblance of normality will return. So, what should jansan and other B2B […]
When Times Get Tough the Tough Start Marketing
No one knows who said it first, but an old adage says: “When times are good, you should advertise. When times are bad, you must advertise.” Let’s bring that up-to-date. Today we would most likely say: “When times are good, invest in marketing. When times are bad, you must invest in marketing.” Let me know […]
When Times Get Tough, the Tough Get Marketing
When the economy takes a nosedive, and in this case possibly the worst decline since the Great Depression, invariably the first thing on the company chopping block is their marketing budget. This scenario is nothing new. It has been repeated over and over for decades. While we are going to offer some tips on how […]
Inbound Marketing Strategy: Getting Your Business Known
A company few of us have ever heard of – and in need of an inbound marketing strategy – is called Entersekt. Based in South Africa, this company has developed what are called second or “dual factor” authorization systems. These add an extra step to your login information to verify you are you. While sending […]
The Big Difference Between Push & Pull Marketing
There are some real differences between the terms push marketing and pull marketing. While these terms have been used for decades, they have taken on more significance and more distinct meanings as a result of the Internet and online purchasing. What they refer to is the way information and products are marketed, but to two different groups: Distributors to […]
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