Don’t believe everything you hear in the media about the economy. While it is true that in the last two years, we’ve suffered a significant economic decline, you can’t wait for news broadcast saying “the worst is over” before your company invests in marketing again. The world is a more cautious and thrifty place now and it will take time and more companies to take that step forward before consumers will start to believe in the recovery. But again this presents a “good opportunity.” Let your company be one of those that consumers have been waiting for. Show them that in the face of what is still perceived as a down economy, you are strong and so are you services. Instill confidence now in the face of your competition and shape a clientele that will be with you through thick and thin.

The economy is recovering all around you, car sales are improving, homes are starting to sell and banks are able to allow for individual/business investments again. If your company doesn’t take advantage of the opportunities that are in front of it now, the only down economy in the near future will be yours.

According to an article in About.com:

“McGraw-Hill Research conducted a study of U.S. recessions from 1980-1985. Out of the 600 business-to-business companies analyzed, the ones who continued to advertise during the 1981-1982 recession hit a 256-percent growth by 1985 over their competitors that eliminated or decreased spending.”

“Similar findings were shown for the economic downturn of the mid 1970s. These studies reaffirm the notion that in good times and bad, it pays to advertise”.

“Customers will identify with and remember those companies who stuck it out during a tough economy”.

One major opportunity now exists in today’s economy, but only the savviest of entrepreneurs will seize upon it. The opportunity right now is for a business to be leader of the pack, a standard bearer who clearly tells consumers that the economic recovery is at hand. I must caution you that this opportunity will not last very long and in fact, while some business owners are still waiting for confirmation of a recovery, others are already getting a jump on their competition. It’s still not too late! No matter what the state of the economy, there is never a bad time to seize opportunities and build your brand; but it’s always the wrong time to stop.

AJ Ross Creative Media celebrating its 20^th year in business, is located in the Hudson Valley’s historic Chester, NY and was founded by Allan Ross. A former NYC session musician, jingle writer and producer, Ross parlayed that experience into the development of a full-service strategic marketing agency. AJ Ross offers brand development, print, radio, and TV advertising production, graphic design, website development, and public relations. Some of AJ Ross’s accounts include Orange County Tourism, Hudson Heritage Federal Credit Union, Finkelstein and Partners, Jacoby and Meyers amongst others. To learn more about AJ Ross Creative Media, visit www.ajross.com, call 800-723-4644, or email info@ajross.com.

It’s no secret we are in and economic downturn, but that is no excuse to let your business fall with the economy.  The strongest business leaders know how to take a crisis and make it work in their favor.

According to an article published in the Harvard Business Review earlier this year:
It is well documented that brands that increase (marketing) during a recession, when competitors are cutting back, can improve market share and return on investment at lower cost than during good economic times.

Your competition is moving itself out of our way by slowing/stopping their marketing efforts. Media is being forced to lower rates due to a large decrease in advertising revenue. And your consumers still need your services. It is that simple.

But…and there is always a but. You need to be smart about your marketing. The right message, the right placement and consistency with your brand are essential. Not just anyone can do that for you and this is not the time to do it yourself.

We understand the market and continue to have success with businesses that take advantage of our services. When the real estate market first fell and developers were sitting on empty lots we helped a client sell out of quality homes in record time. How? Well that is a conversation we reserve for our clients.

The right idea cannot only help your business survive but more importantly thrive. We are proven time and time again and ready to add you to our list of success stories.

People don’t hate advertising. They hate bad advertising. What’s more: they decide in three seconds, studies show if they are going to be interested in your message.

We’ve all seen bad ads: so cluttered and confusing you don’t know where to look, or so poorly designed the ad has little impact.

When I follow up on these ads I often find the business owner’s son, sibling, or secretary has taken a design course or two in college, or knows Microsoft Publisher, and has thus been delegated the obviously underrated task of ad-building.

Advertising is simply too important – and too expensive – an aspect of your business to leave it in the hands of a wanna be designer or copywriter. It needs professional service. Don’t trust it to someone who has another whole job to do; it’s too essential a factor in a successful marketing campaign. It’s your first impression to your customers, and serves to reinforce your message to existing customers.

The goals of any print ad are: to stand out from the others next to it on a page, to grab the attention of the target audience, to let the reader know who you are and what you offer, and – most importantly, for the reader to take action.

Here are some suggestions:

Brand your ad. Most important – but too often left to the end – is to ensure your logo is situated properly and visibly, yet unobtrusively. It’s your mark, your Nike swoosh. It’s who you are.

Have a single message. The more information you throw in, the less likely your customer will act. Ads compete; so does too much information. Your message is simple. To get your potential customer to buy or to hire your services.

Write for the eye. Don’t clog your ad. White space is good. Think catchy headline first, to grab the reader’s attention. Omit all needless words. You can tell them everything else they need to know when they call you.

Copy writing: It’s an ad, not an autobiography. What are you offering? What’s in it for the customer? Focus on them. What need of theirs do you solve? Less copy is better. The more direct your message, the more they will remember.

Skin-deep sells. Use a well-considered, attractive image to support the headline. It may be beloved Uncle Ernie behind the cash register, but nevertheless, unattractive or poor quality images just for the sake of having images will ruin your ad. Never settle for a quick snap shot on the family or a co-workers camera to represent the quality of your work. Words and visuals should work together, and as shallow as it seems? Looks matter.

Call to action: It’s the entire reason for the ad, the payoff. Direct readers how to buy, how to get in touch, how to get more information. It turns readers into prospects, and prospects into customers.

While sons, siblings and secretaries often have talent, they lack the years of training in marketing, branding, and a wealth of other experience and expertise a design firm or advertising marketing agency brings to your business.

If you’re not satisfied with your advertising results, consider an agency, and if you are satisfied – consider an agency anyway. You might just be delighted at how much better the results can be.