Anthony Mora began his media career as a freelance journalist for such publications as Us, Rolling Stone and other local and national publications. He served as editor-in-chief of two Los Angeles-based entertainment and lifestyle-oriented publications, and co-founded Phillips & Mora Entertainment, a public relations and personal management company, which ventured into video and film production. In 1990, Anthony formed Anthony Mora Communications, Inc. a Los Angeles-based media relations company that specializes in media placement, image development, and media training. AMC Inc. has placed clients in: Time, Newsweek, 60 Minutes, CNN, The Wall Street Journal, The Oprah Winfrey Show, The New York Times, Los Angeles Times, and other local, national, and international media outlets. Anthony has been featured in: USA Today, Newsweek, The New York Times, The Los Angeles Times, The Wall Street Journal, The BBC, CNN, Entrepreneur, Fox News, MSNBC, and other media. He has written three books. The most recent, "Spin to Win," is a step-by-step guide on how to define goals and utilize the power of the media to achieve success in any field. Practical and user-friendly, "Spin to Win" can be utilized by heads of major corporations, small business owners, and entrepreneurs.
During a recession or business downturn, many small businesses cut down their marketing and customer outreach at the very time they need to be proactive. A struggling economy offers those that move forward a greater opportunity to reach their target market, precisely because their competitors and hiding their heads in the sand. Studies have shown that those that do market in a recession are those that prosper. But, what can a cash-strapped small business owner do? Actually, quite a bit.
You want to get out there with a searchlight during this type of financial storm. If you cut your marketing, both your brand and your sales will suffer. I know it can be difficult, but during these times, you need to market to set your business on course not only to weather the recession, but to prosper when the turn-around comes.
The following are four small business, inexpensive marketing tips:
1) Remember the power and the impact that traditional PR and media can have. It is less expensive than advertising and is the only marketing tool that validates, offers credibility and reaches one's target market. If your unable to hire a firm to launch your campaign for you, or a consultant to help guide you, do your homework, develop your stories, write a one-page press release, create a targeted media list and start contacting the media and pitching your various angles. Remember to keep the media in mind when doing your pitches. Pitch towards their needs.
2) Learn how to combine social media and PR, you can turn a local media story into a national story by utilizing the net and social media and conversely you can start a media buzz, turn that buzz into a traditional PR story and use that to gain media coverage. The trick is to study the social media sites that work best for you and make it a targeted, as opposed to scatter-gun approach.
3) Don't get lost in all of the hype around social media and think that you have to become a media maven or that you have to know how to utilize every site from Face book to LinkedIn to Twitter Stumbleupon, Digg plus create a blog, link to other blogs and websites, keep track of your web analytics, referring domains and review your traffic movements. It's easy to get lost in this and soon you might discover that you're spending all of your time marketing, as opposed to running your business.
4) Think out of the box and see how you can repurpose your product or service. Are there different markets that you can cultivate? Are there different ways you can present your product or service? If so, this can offer you a larger bull’s-eye, a bigger target market to approach to gain a larger market share.
Use the power of creative PR and marketing now and not only will you make it through the rough times, you’ll position yourself and your business to thrive during the eventual turn-around.
Copyright © Anthony Mora 2009
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