It's a common refrain from marketing people these days: Don't Cut Marketing during a Recession! You can't help but wonder if there's some self interest involved. But, more importantly, you can't help the realities of your business. In a down economy shrinking budgets, fewer employees, and less time are all a reality. Marketing can no longer afford to take the long view. Short term results are necessary to make the long view even possible. (Read ABI's Five Tips for Boosting Sales in a Recession. Get the full presentation.)

From a marketing perspective, this mean looking at programs that can target prospects, generate interest, and garner sales quickly. This approach is ideal for launching a new product, targeting new markets, or simply getting that boost in sales that you've been looking for. So, although taking the long view is a virtuous, a jump start is what you might need right now. ABI's JUMPSTART» program is based on this quick deployment/rapid results philosophy. (Audio Link to Alan Isacson Launching JUMPSTART. Also read the press release on ABI's new JUMPSTART service.) Here are a few strategies taken from this program:

1.) Solidify Your Message

Developing a messaging platform is essential, even in the short term. This begins with defining your value in the marketplace and identifying your customersÍ wants and needs. Building messages around these points will focus your program and garner more success. Remember that with tight budgets and limited time, simple trial and error is no longer a luxury. This exercise should focus on points that your customers and prospects can act on now.

2.) Build Your Toolbox

Based on focused, clear messaging platform, you should assemble a set of tools you'll need to get the message out: from press releases and testimonial articles to elevator speeches and sales presentations. The only defining element should be budget and time. That expensive brochure may have to wait but elements that can be leveraged in multiple ways should definitely be a go. Many times, PR elements like articles and press releases can be altered to create web material and sales presentations. By creating focused material that can be used now, youÍll maximize your chances for short term results.

3.) Get Out the Word

Build it and they will come...eventually. Unfortunately you don't have time to wait. You need to maximize exposure for you products and services right now. For example, in ABI's JUMPSTART program, a focus getting material to the online and print media quickly through credible content that highlights industry trends. The program also enhances existing web content to maximize results in search engines and increase exposure through many of the free outlets for information that exist online today. Other tools include sales presentations that outline the value you're bringing to the market for use at conferences and tradeshows.

The key is to focus on the tools that can achieve results today. Creating a long-term marketing plan should always be in the works -- but short term results are necessary to develop business in today's economic climate.

Call Simona at +1 212.529.4500 or email her at simona@abipr.com to have ABI tailor a plan for your company today.