Ackermann PR’s latest newsletter is themed around marketing tips for perservering in this nasty recession. Interestingly, after I wrote this issue, I found, in a buried file, a piece I had written in early 2002, after 9/11 had hit us, that contained additional, related thoughts, so I wanted to share them with you as well:
1. Stick to what you know best. Resist the temptation to jump into areas that you are not good at.
2. Invest in good people. Take care of the geese that lay the golden eggs.
3. Don’t do debt (need I say more?).
4. Take care of current customers. Stay close to them and keep them happy.
5. Keep quality up and find even more creative ways to add value for your clients.
6. Look for smart partnering opportunities.
7. Retool your service delivery process to make it more timely and efficient.
8. Aggressively control your bottom line through cost control and adherence to budgets.
9. Re-assess risk exposure in all aspects of your business.
10. Hustle — there is simply no substitute for it.
11. Stay flexible. Know when to cut losses and switch horses.
12. Play to win. Don’t play not to lose. Keep up your offensive game plan.
