Dobkin’s Top 10 Direct Marketing Recommendations for a Tough Economy
7. Take advantage of the better deals.
For example, the pulling back of the giant media-buying machinery of the sinking automotive industry has left great media, ad-space, direct mail and cut-sheet paper deals on the table for the rest of us. Look around. Great deals abound. Find them or …
Make your own deals. Lots of firms that were so, so hoity-toity and steadfast on price now will negotiate. Go after them.
5. Go ahead, make a ridiculous offer.
Don’t be afraid to call and make a lowball offer. You might not get it at that price, but you might wind up paying much less than list.
4. Remember that not everyone is in a recession.
Not every industry suffers. Some industries flourish in recessionary times. Head over to those markets. “Studying the markets” has meaning outside of the traditional mumble jumble of the stock market — where, you know, your investments just tanked.
3. Some firms you dislike are in the blender — enjoy it.
If only the phone companies, big software companies and computer-hardware firms would get out from under their foreign-made products, poor service and unpatriotic out-sourcing of telephone help lines offshore to people who, when the going gets tough, hang up on you. Was there really a reason I was on hold for over an hour besides, “We are experiencing higher than normal call volumes?” How about, “We need to increase our telephone staff to actually give you quality service.” Doesn’t that fit a little better? And I have no sympathy for the firms that tell you your 30-day-old software product is no longer supported without their special “extended-care” plan, which you can now purchase for just $199.95.
Yeah, there are some firms I’d love to see go belly up. Or am I out of bounds here? Get even in the new year — buy from the smaller firms in the USA that really do care.