Let's see. Your cost of goods and shipping is up, they want you to pay additional taxes on everything that doesn't have a pulse, politicians are planning on placing tolls on bridges that have always been free, your customers are taking longer to pay their bills and many are staying home immersed in headlines about fraud, bailouts and defaults that seem to dare you not to read the unpleasant details.
On one hand it seems a good time to do your best ostrich imitation, or pull the blankets over your head and wait it all out. "Across the globe," according to an article by martin Fackler, in a recent New York Times, "companies are battening down the hatches—reducing spending, laying off workers and pulling back on…research and development."
But this is a blog about marketing, not quitting. And though I wonder why we never batten down anything else but hatches, let me follow with a more positive quote from the same article. "We need to take a longer-term view, " said one executive. "If other companies slow down spending, we can stay ahead." Another added, "Unless our sales dry up completely, we have to continue investing." If we stop, our rivals and competitors will quickly catch up."
The article makes the point that many are cutting back less, investing instead for the day the downturn ends.
While we are all waiting for that happy day, it simply can't be marketing as usual, it must be marketing as unusual. We must be wiser, cleverer and smarter. For complete details, read my book. And read a few other small business and marketing blogs, easily found on Alltop, (click button link on my page) to help give you direction.
And good luck to us all.