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Offensive Versus Defensive Marketing in a Tough Economy

If we believe every doomsayer out there, it’s time to pack it in and kiss the American dream goodbye permanently, thanks to the current global economic crisis.

But before you’re ready to sell your business and go find a nice comfy cave to live in, there are a few things to consider about efficient, profitable ways to keep your company not only alive, but growing, despite the troubled times.

Thanks to the collective belt tightening across all industries, (despite the current upswing in firearms and ammo sales) most folks are pretty convinced that the only thing to do is hunker down and go on the defense to weather the storm.

Often, the first thing to get cut in such times is the marketing budget, in a Hail Mary attempt to work lean and conservatively.

Remember: marketing is always key to your business’s success, and creating and maintaining awareness during tough times will keep you in your customers’ line of sight when they are ready to spend again. So here are a few tips on how to gain yardage and avoid penalties when the game gets really close!

Go for the Interception:

Sit down and make a list of three things that give you an advantage over your competitors, and then think of ways to leverage them immediately, if you aren’t doing so already. If you can’t lower prices, make sure that you’re providing more value than can be found elsewhere, whether that’s offering more selection, convenience, or good old customer service.

“If you think you’ve got the customer by the tail, trying to overprice can kill off future customers faster than just about anything,” says Denis Dagoff, owner of Silver State Arms in Reno. “At our store, we focus on providing the best customer service and expertise possible, since that sets us apart from the three big box stores in the area. Employees at the big box places tend to lack any kind of real personable engagement with the customers — you’re more likely to get a blank stare than an answer. I’m glad it’s that way — it’s better ‘advertising’ for us!”

Silver State has been ramping up its radio advertising on a local FM station that is very pro-American and pro Second Amendment, as well, to ensure it gains market share at this time when many others are pulling back. Plus, staff members even get up in the wee hours of the morning to connect with dealers on the east coast to ensure that they can get items they don’t have in stock as quickly as possible.

Focus on the First Down:

Make sure that you make your products easy to buy. No matter what people are in the market for, from a gun to a car to a pair of shoes, they expect options. If you aren’t already employing e-commerce into your marketing mix, then you should — and Search Engine Optimization (SEO) methods need to be a part of that, as well. You want to make sure people can find you, rather than your competitors, with some degree of ease. Make sure that there are several order links in more than one spot on your sales page to make the purchasing process even more seamless.

But don’t toss out more traditional methods that have served you well — the best ROI is found in a blend of tried and true marketing efforts along with internet outreach. Remember the importance of staying visible within your community with in-store events, savvy merchandising that will resonate with your clientele, and participating in local organizations that will help you connect with prospective customers.

Prevent Turnovers:

Don’t forget that it takes reach and frequency to connect with your target demographic — most prospective customers will not head your way the very first time they hear your message. And your advertising and marketing messages need to be dynamic and compelling, more so today than ever before, so you don’t lose ground to your competition. If you have an ad, provide valuable information to generate inquiries or online traffic and then make sure it carries a powerful offer to spark interest — whether that’s a discount or bonus offer, or packaging products together.

Whatever you do, don’t huddle down and hope that the economy will fix itself — do your part to invigorate and grow our industry with a balanced approach of offense and defense in your marketing, and you may find yourself the number one draft pick!

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