This article was written by Poa Jonas

Tough times call for tough measures is the mantra, which comes out of boardrooms, press conferences and marketing departments.

Budgets are slashed, layoffs are looming and even production lines are being put on hold.

As everybody is tightening the belts in the eye of what some describe the worst economic crisis many marketers have decided that doing nothing or less of the same is the best strategy to weather the storm.

But doing nothing or less of the same will bring with it only one
inevitable result; insecurity, disillusionment and the loss of
customers.

What is needed is new thinking that opens new ways to attract,
engage and retain customers.

It’s simply not enough to rely on standard solutions be it in the
choice of media or in the choice of how you approach existing
or potential customers.

Consumers want to be inspired, empowered and reassured and
that counts for the good times but especially for the bad once and
this is why brands need to step out now and be bold.

Bold in providing solutions, bold in offering support, bold in
delivering added value, bold in working for the community, bold
in designing new products and bold in exciting their audiences.

Bold brands (large or small) will seize the day and come out
stronger than ever before leaving competitors stranded and
struggling to catch up once the crisis is over and for those
who have hesitated it may turn out to be forever too late.

But how can one be bold in a climate where cash is tight and
fears are high?

The answer is simple, be smarter, focus on the little things,
show leadership and above all have the guts to try something
new!!

Have the guts to dismiss the inflationary prices peddled by
media owners and look for partners that for a fraction of the
costs provide real access to your target audience.

Ask your colleagues, agencies and friends to think out of the box
and imagine cost effective ways that could make a real impact and
help your brand to rise above the rest.

Involve your customers and call on them to suggest improvements
to your products or services and respond with quick simple actions.

Convert each touch point into engaging experiences and make sure
they all leave positive and lasting impressions.

Go out and meet your customers, create opportunities where you
can inspire, enchant and engage them. Surprise them with your
vision, your products and your genuine desire to involve them.

Make things happen and you will see your audiences will respond
despite the crunch and you will get returns that will surprise even
the most cynical amongst you.

If you want to survive this economic tsunami doing things the way
you’ve always done them is not an option.

Be bold, think different and above all enjoy the journey!!

Brands need to be bold now!!