A year ago we published a paper on marketing in a down economy. We identified 11 key tactics. I have been sharing them in this blog over the past several weeks, but if you want them all at once you can download the paper free.
#10 is invest in key projects. Especially invest in programs that focus on the acquisition and retention of profitable customers. Your first instinct might have been to cut back on all programs, in a cost-cutting frenzy. Don’t cut so deeply that you have no one with the bandwidth to push critical projects forward and pursue new opportunities. Don’t lose your momentum now, or you’ll end up behind your competitors as the economy recovers.