Marketing: Luxury or Necessity?

It's no secret that many businesses have suffered over the past year due to the economic decline. Those still in business have had to make major cutbacks, and whatever is viewed as a luxury rather than a necessity is typically the first to go.
To many companies, marketing is a luxury. After all, it's not cheap to invest in direct mail, internet campaigns, or trade publication advertising. And who really wants to shell out hundreds of dollars to join a local networking group? But here's the thing: If you're not getting your name out there, even in a down economy, how are people going to know about you?

Yes, it's frustrating when you don't see immediate results for your money, and in most cases, marketing does not yield immediate results. It should really be viewed as a long-term investment that slowly--but eventually--will pay off.

The key to good marketing is consistency. The more you put your name in front of a prospect, the more they'll remember you. And they may not call now--simply because they're happy with their current provider or don't see a need for your services--but they'll mention you to someone who does. Or, perhaps they'll think of that elevator speech you gave in front of the local chamber when circumstances are different.

So don't think of marketing as a luxury. It's actually a necessity, especially when times are tough. Persistence pays off, and sometimes when you least expect it!