CHAPTER FIVE: SMART MARKETING IN TOUGH TIMES
It’s essential to stay top of mind and to not suspend marketing efforts in spite of budget cutbacks. Many strategies – both old school and new age – can make significant contributions to driving business, including:
• Leveraging the powerful communication channels of the Internet and mobile phones to build relationships and differentiate your brand.
• Trying old-fashioned face-to-face sales calls and personal networking to get people in the door.
• Replacing traditional upselling techniques with assessing guests and asking the right questions to make targeted recommendations.
• Using language, imagery, and concepts in marketing messages that will resonate with wary consumers.