Just because you are tired does not mean you should lie down!

You hit the nail right on the head when you pointed out that practicing creativity now will help your business the downturn ends. I have seen many companies, successful companies, get lazy about their marketing thanks to good market position and a strong marketplace. They lose their creative flexibility because doing the same old presentation or using the materials that ‘have always worked’ generate acceptable results when there are plenty of customers. When the lean times come, relying on the ’same old, same old’ just doesn’t cut it. However if you can get your company creative and flexible enough to survive the lean times you’ll be surprised how much extra business the same approach can garner when the economy is healthy again.

I also like the point about directing your marketing message. So many companies waste time and money on a ’shotgun’ approach; trying to appeal to every customer in a myriad of customized approaches. Look at the big names in business. They spend time on focused marketing plans on hammer away on the one message they want to represent their business.

Of course not every business can ‘Just Do It’ or convince a customer to think ‘I’m Lovin It’, but the smaller you are, the more economic sense it makes to focus your marketing plan and ‘Be All That You Can Be’!