What have you been doing?

How have companies been marketing to small business owners during this recession? Well, companies have seemed to fall into a few categories, including:

1) Some marketers have disappeared. Even though times are tough, it is not wise to stop all marketing efforts. Small business owners may have slowed their purchasing of goods, services, technologies, etc, but they will come back.

2) Nothing different. In this category we are seeing some financial institutions are treating this economy as business as usual, but just reducing their external marketing efforts. This is an interesting tactic and one that may be a bit foolish. As a marketer, it is important to demonstate that you know what your audience is going through.

3) We'll help you through it. This approach has strong merit as long as you can deliver your marketing campaign/strategies through genuine concern and interest. Some companies have changed messaging, others reduced prices and some have come up with specific programs to navigate these trying times.

The smart companies will balance the need for short term profits with building long term market share.