Recession proof marketing ???

Everybody would like to be in a recession proof job at the moment and unfortunately marketing is not one of them. In the current climate the marketing budget is on shaky ground and looking around I’ve seen more than one marketing department offered up as a credit crunch sacrifice.
So if retraining as a plumber or nurse isn’t for you (although with over 30,000 unfilled plumbing vacancies in the UK and many advertised with salaries in excess of £40,000 plumbing may be looking quite appealing to some) what can marketers learn from supposed ‘recession proof’ jobs to help make our own position more secure?

Make marketing indispensible
Just like in the real world where we will always need firemen, ambulance drivers and vets, in the B2B world businesses will always need more leads and opportunities. Unfortunately people often don’t realise how much they rely on a service until it is gone – obviously most marketers would like the organisation to have this realisation before cutting back on marketing budgets or headcount but how? Although us marketing types all believe we are an indispensible function getting other departments and senior management to share this view is key. Being seen to be flexible is being seen to be helpful.

Blow your own trumpet
What makes a successful plumber? The leaks they fix don’t start leaking again and people talk about how well the job was done. No-one likes a show off but likewise no-one can give you credit for your work if they don’t know its’ due. Marketing successes often aren’t as tangible as saving the ground floor of the building from flooding but are often still worth celebrating. Start sharing your marketing successes, tell people when something works and why you’re proud of it and start celebrating achievements.

Be half full
Most people would agree that today isn’t the easiest of times to be doing business. Ignoring the world economic condition isn’t going to make it go away and stop bothering you, disliking the sometimes necessary changes that may be taking place closer to home won’t stop them from happening and being negative and reactive as a department won’t help make marketing recession proof - it will only serve to damage the perception of you and your team.

Being positive, having a great attitude and being proactive in looking for solutions rather than problems will impact elsewhere. To market well when the world and his wife are looking to purchase your products or services is one thing but to find a way to market equally as well and with as many positive results in a downturn sets you apart from the marketing masses. Treat your current glass as being half full and see the current climate as your opportunity to shine.

Plan B
In boom times and in downturns it is never a bad thing to have a plan B. Start networking, keep an eye on the opportunities and changes occurring in your space and be prepared. Keeping your skills and qualifications up to date makes you’re a valuable employee but in a worst case scenario it also makes you more employable. Volunteering for new projects and initiatives will not only put marketing in a positive light but it will also help develop the skills and experiences of your team.

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