With all the talk of the economic downturn and constant doom and gloom, most companies are at a crossroads about what they should do with their marketing plans and spend? The answer to this tricky question is actually a very simple and logical one. Some people think that they should do nothing, cut back on their spending and try to ride out the economic storm with their current customers.

This is of course incorrect. Marketing spend should be maintained with more specific marketing, targeting new customers and also by keeping in contact with your current customer base. These results can be achieved by using several methods and adopting a smart, variable approach to your marketing.

In the first instance, why not look at what you are currently doing and see how you can refresh and enhance your offering. It is surprising to find out just how much increased business can be achieved by preparing a refreshed newsletter or product guide can drum up.

Also, for example, why not create a new brochure that has technical elements and further information located on your corporate website. This reinforces the message of your brand and company with joined up thinking. Try using variable data to target current customers with highly personalised mailings, just to remind them that their business is valued. You are also keeping in contact with them for future business.

It is also vital to make sure that people see your message with ‘live’ marketing. This can be achieved through things like customer courtesy visits. Also trying new ‘smart’ media channels such as ‘Mirus’ can really surprise and interest even the most cynical prospective customer.

So summing up, what should you do? More and smarter marketing! Look at what you do and the way you do it, but if you stop marketing you will start going backwards as a company.