Marketing Strategies for a Tough Economy: 10 Ways to Adapt and Thrive


Adjusting to a tough economy means putting your best foot forward no matter how dire the market conditions. In this blog post, we’ll explore 10 ways to better market your company’s products and services in these tough economic times. Adapting to new marketing strategies like these is essential for success in the 21st century marketplace.

Even if your company is not in need of new marketing campaigns, implementing these various marketing strategies could result in increased success when the economy turns around. Let’s look at some of the most common ways listed by that companies can adapt to an economy that is tougher than it has been in the past:

Why You Need To Review Your Marketing Strategy After Quarter 1

1. Invest in employee training

It may seem like common sense to focus on training your employees right now, but many companies don’t even offer this basic necessity. The U.S. has an unemployment rate of more than 9% and there is no sign that things are looking up. With the amount of skilled workers decreasing, many companies are in need of skilled employees.

If you already offer employee training, please keep it in tact because your company will be better equipped to handle any market changes. If you don’t offer internal training, now might be a good time to start this practice to keep your company afloat in the future when the economy improves.

2. Serve a need

In a bad economy, consumers have a harder time saying no to companies that provide products and/or services they actually need. In this economic downturn, you have to think about how your product or service can satisfy the needs of consumers. For example, one development company recently started offering free consulting services for small-scale projects that would otherwise be costly or impossible to complete on their own. In addition, the same company began offering free phone support for all of its customers in order to handle any issues that arise. This company’s new marketing programs are forcing competitors to adapt their marketing strategies as well, because the new programs are encouraging consumers to trust a new brand over a company with similar products or services.

3. Work with suppliers

Many companies opt to allocate more funds into their own products and services at the expense of working with outside suppliers. However, this strategy can backfire when the economy turns around. With less demand for their products or services, your company might be stuck with lots of supplies that you don’t need. Some companies have altered their practices by investing more in these outside suppliers.

4. Invest in your company’s social media presence

Social media has become an important channel for businesses to stay relevant in the new economy. When considering what marketing strategies you should implement, think about how you can use social media to meet the needs of your customers. For example, a real estate company recently changed its marketing strategy by investing in a Twitter account and a Facebook page. In addition, it also made changes on these social networks by allowing other users to ask questions and provide feedback about their products and services. The company wants to make sure that it is providing good service while meeting the needs of its customers.

5. Create a new product

In this economy, there is an increased demand for products and services that are not commonly available. Many companies have found new opportunities by creating notable products or services that people desperately need. For example, a large company realized that people were afraid to lose their jobs and they decided to offer a solution by offering employees the chance to take online classes at their company’s expense in order to get additional training or higher education degrees. The small extra charge for these classes became popular enough that there was growing demand for the service without having to invest in an external source for this training.

6. Look towards the future

In 2009, Amanda Johnson of Montclair State University conducted research on how businesses can be successful in difficult economic times. In her research, Johnson found that firms should take a long-term view of their business and invest in applications that they can use to improve efficiency in the future. For example, one company has invested a high percentage of its marketing budget into producing unique training videos for its employees. The company has also made improvements to its website by investing time and money into content creation. The company is doing this because it will be more efficient in the future when its employees can better market their products and services.

7. Look at your competitors

With so many different companies out there, it is important to understand what people are saying about your competitors on social media networks like Twitter and Facebook. Discovering what people are saying about these competitors can be a valuable tool to learn how your products or services can compete against their existing products. For example, one company decided to use Facebook to respond to people who were complaining about the amount of hours they spent waiting for customer service representatives. 

8. Visualize your reading audience

The brain is only capable of processing around seven senses at once. This means that if you are trying to use all of these senses to create an image in the consumer’s mind, you should remove some of the elements that are not relevant to your message. 

9. Sell emotions

While there is no scientific evidence to support the idea that consumers buy products based on their emotional state, they are affected by the presentation of the product. This means that you should consider how you can sell an emotional response so that consumers can connect with your brand. 

10. Improve your product or service

Many companies have found it more efficient to invest in making small improvements to their products or services instead of trying to create a completely new product altogether.


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