Give me any issue of the Wall Street Journal and I can prove to you from the information within its pages that…  1.) We have reached the bottom of the recession and 2.) We have not reached the bottom of the recession.

Successful marketing, whether it’s for a product or a service, is usually based off of reliable historical data, proven strategies, and an economy that is somewhat predictable. Well, you can throw all of that so-called knowledge right out the window. Today, many of those responsible for their company’s marketing function are called upon to make critical decisions from information that may have no scientific basis, can change at a moment’s notice, or simply ignored because a deadline is quickly approaching.

So what’s a marketing director to do?

1. Make Old Customers New Again – Go through your old contact list, databases, invoices, and notes and look for people you’ve already done work for in the past. It’s a wonderful low-cost marketing method because their learning curve will be short. They know you, you know them, and most important, they trust you. And you won’t have to go through the sometimes lengthy courtship phase of the relationship. You can move right into reintroducing them to your product or service.


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