Just because you’ve relied on the same marketing strategies to drive your sales year after year doesn’t mean you can expect similar results in a down economy.  In fact, being complacent about your marketing program may be much more damaging to your business than it would be in a soft market.  So what can you do about it?  Here are three areas that can help you bounce back.

Customer Requirements
When the economy changes dramatically, so does customer behavior.  You may need to make adjustments in your product line, pricing, and your marketing copy.  But don’t assume anything.  It’s always safer to get information straight from the customer.  So do surveys or focus groups.  Find out what they really want – and then provide it.

Lead Generation
Whether you’re getting leads through traditional advertising, your website, or the Yellow Pages, you need to evaluate the overall effectiveness of your source.  If you’re generating less leads as the recession drags on, look for what’s limiting the response to your marketing.  Is your copy doing its job?  Is the design right for your customer demo?  Is your media targeted properly?  If you’re not sure, get advice from the experts.

Conversion Rates
What percentage of your leads become paying customers?  Look at what’s holding you back from increasing that number.  Is your offer right?  Are you following up with prospects regularly?  What could you do differently?

Just because your marketing has been successful in the past, don’t assume it will carry you through a severe economic downturn.  Problems in the market require imaginative problem solvers that can reevaluate and create new ways to get consumer attention, develop desire, and stimulate action.

So don’t be complacent.  Take a good hard look at your marketing program – keep the things that work, throw out the things that are holding you back, and innovate.  Your bottom line will thank you.