Maintain branding during recession, firms urged

Direct marketing should be used by companies to ensure their brand message is being promoted during the present economic climate, it has been suggested.

Head of communications and external affairs at the Chartered Institute of Marketing Ray Jones noted that maintaining a strong brand is "most certainly" important at present, something methods such as networking and telemarketing may be able to help with.

Promoting a company's brand may also help with lead generation, as it could help to attract prospective new clients to the firm.

Mr Jones warned that not doing this can be "fatal", commenting that a brand is often seen by clients and customers as "a seal of quality".

"The way for companies to survive is not to reduce prices and risk devaluing itself," he remarked, adding that they should instead opt to continue with their marketing strategies until the recession ends and the state of the economy begins to recover.

Mr Jones also advised firms to "think creatively", stating: "Customers don't necessarily buy less in a downturn; they just buy differently."

Earlier this month, Fiona Blades told Marketing Donut that companies should also consider gathering customer feedback to aid with their lead generation campaigns, as it can demonstrate which marketing methods are working and which ones need altering.

Posted by Julian Poulter