Turbulent times are the right time to implement aggressive marketing strategies

In incorporating the after shocks of the financial markets meltdown, there is a tendency on the part of companies to, metaphorically speaking, put the wagons in a circle. Obviously, economic change requires the development of business strategies for tough times. But one of those strategies should emphatically not be cessation of promoting through advertising, publicity and other forms of marketing communications. There are two important reasons. The first is that with other companies short-sightedly cutting back, your opportunities to move to the fore are greatly increased. Fewer ads running means yours stands out that much more. A cutback in publicity means your news has a greater chance to hit the front page. Secondly, in these challenging economic times, we all need to compete harder, faster and smarter for a dwindling piece of the pie. Thus, the more aggressively a company puts itself in the limelight, the more it will appear on the radar screen of potential clients. Additionally, now is the ideal time to take a hard look at marketing materials. An outdated website, brochure or stationery package doesn't cut it in today's more competitive than ever market. Founded in 1991, The Alberty Group specializes in providing public relations and integrated marketing services for the real estate industry. Using a strategic interplay of initiatives, The Alberty Group assists clients in achieving their business goals and maximizing return on their marketing investment. We are, in short, a cost-efficient, one-stop shop for companies seeking to initiate business-building communications strategies in these turbulent economic times. Judith Alberty is the principal of the The Alberty Group, New York, N.Y.