The CMO of a Fortune 500 company told me recently that she was cutting back on everything but interactive and PR. When I asked her why, she explained that the best way to show that her company was alive and well was to stay in front of her customers everyday with something new.
Interactive offers a great way to demonstrate what is going on with your company. If you are scaling back your plans to exhibit at trade shows this year, create an online presentation with a microsite. Keep the press releases updated on your site, if only to show a recent posted date. It's those little steps that let your customers know that you are alive and surviving.
For companies who have begun social networking efforts, don't throw it all away by going dark for a few quarters. Use your social marketing programs to focus on those customers who are closest to you. Caring about and feeding of this loyal base will result in an army of loyalists willing to help you grow when your budgets return and allow you to do more.
Every day, the news is filled with reports of companies laying off staff, or worse -- going under. Keep your interactive fresh to show your clients that your company is still alive.
Lee Mikles is CEO and founder of The Archer Group, a Wilmington, Del.-based interactive shop that has worked with J.P. Morgan Chase, SunGard, Warner Brothers, Gore-Tex, Wawa and others. Lee named The Archer Group after its fictitious leader, Bob Archer, who is Lee's nom de plume when writing the internet marketing blog, Meet Bob Archer.