Recession Marketing—What Have You Got Lots of Now?

By Marcy Steinberg

A reporter recently called me to find out what consultants advise small businesses to do about marketing in recessions. The headline for the article said “Don’t Stop Marketing, Advertising in Tough Times—Seek New Ways.”

Fortunately for designers, those “new ways” are ones you should already be using—Relationship Marketing techniques. And when business slows, you have more of the most costly thing that relationship marketing demands: time. Invest that resource now in research and in “face-time” - the two most powerful marketing tools in the design professions.

What is Relationship Marketing?
In the consumer products world, “ relationship marketing” has to do with gathering reams of data on individuals’ buying patterns and using it to very precisely tailor and deliver offers. The idea is to appear to know each customer personally, and accommodate each one accordingly.

In the design world, “relationship marketing” also depends on knowing clients well. But the consumer products folks must APPEAR to know customers personally. Architects, interior designers, and landscapers must TRULY know each one personally—on a first name, “recognize in a crowd” basis.

That takes time and creativity. If the recession is hurting you, then you probably have more time. And creativity is in no short supply in our profession - apply it to your marketing as you do to your built design.

Here are a few dos and don’ts, and a sampling of simple, effective relationship marketing strategies. They’re not rocket science. But they are under-used, which makes them all the more effective for those who use them.

• Dip into your reserves to produce a fancy new brochure
• Buy an expensive booth at a trade show you haven’t displayed at before
• Buy a pile of pens with your name on them
• Sit on your hands doing nothing but perusing the already published RFPs.

DO:

• Learn more about each potential client than their current designers know.
• Develop the relationships that inspire friendly referrals, tips, inside information, and new work the minute it becomes available.
  · Develop relationships and visibility also in the wider community, industry, and trades.

HOW:

• Visit client websites regularly; send an email complimenting or congratulating when good new items appear on it. Watch, also, for news that might mean upcoming work.
  
• If you don’t have a relationship file for each existing and identified potential client, create one. Review it regularly to brainstorm things your client may benefit from. Invite your client to lunch or coffee to discuss them.
  
• Learn something about a potential client that will let you make a “warm” call.
  
• Track your clients in the news. Send congratulatory notes when they get press; include a copy of the article.
  
• Ask clients about places that might that have upcoming work, or might be a good match for you.
  
• Get serious about researching where work may be coming up, well in advance of RFPs.
  
• Email to clients materials or website addresses you come across that are germane to their concerns.
  
• Visit clients for more feedback on your service quality and things you can do to serve them even better.
  
• Step up attendance at association, public, industry and community events.
  
• Identify new conferences and trade shows your potential clients attend. Don’t rush to buy a booth. Just attend. Observe. Circulate. Check out the competition. Really impress your potential clients by taking the same continuing education sessions that they are taking at the conference. It shows you want to know their business.
  
• Publish an article in something your clients read.
  
• Invite a speaker your clients would like to hear to a staff lunch-box learning session. Invite your clients.

Recession marketing is about spending time, not money. Research time and “face time” with clients are the most powerful marketing tools in the design professions. And when billable hours are in short supply, relationship marketing gives you the best return on your time.

First published in Sources and Design, January/February 2002.

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