Your Next "Good" Idea May Mean Your Job!

In this challenging economic environment, as a creative marketing executive, you will need to understand where to focus your efforts. It’s challenging for a couple of reasons – things are getting better right now and you don’t know how long the upturn will last or how up it will be.

You can't focus entirely on cutting costs. Cutting costs is definitely important but you have to be bold now and begin recommending careful, aggressive campaigns that can seize the opportunities that may have a smaller window then any of us would prefer. Remember you're investing your time everyday so to be able to document a winning approach during the right time could pay off for you long term.

Tax refunds are starting to arrive, middle class earners are beginning to see larger take home checks, the news with rescues on the high seas is positive and as consumers continue to verify the bargains available are real, the economy -- as predicted by the experts within the Obama administration -- will start to marginally grow.

Our current economic situation is not discouraging; but it is challenging. Students of some of the best marketing practices during the last recession can help you in the planning and recommendation process. The choice between pumping up your marketing investment and cutting spending until the market stabilizes is really no choice at all. Those who hold back will watch others take larger shares of the available purchases. All purchases are in competition now. It’s not just about market share.

While the last “official” recession was nearly 20 years ago, experience proves that marketing departments succeeded when convincing the occupants of the executive suites to promote, advertise and continue brand building. They increased their own market share, outlasted their market competition and found themselves in a better position for growth when the economy flourished during the Clinton years.

I’m not suggesting to throw your money and ideas away on blasting ads every chance you get. There are a ton of wasteful spending "ideas" on television, the internet and direct mail. Using promotional products available through websites like ours at www.InnMkting.com is a start but more important indulge the expertise of promotional marketing consultants who can give you statistical information on which products work in what environment and help with ideas and best uses of these products.

Sometimes you may not like what you will hear form that professional. But if all he/she wants to do is take your order then you may as well do the shopping on the internet. Look for a promotional marketing expert who has kept up with industry trends and is not afraid to lose an order by telling you when your boss' idea is less effective. Look for the consultant that will be in a postion to make recommendations based on how you plan to use the idea and the medium you are considering.