It’s was quite a week folks. The stock market had its worst week in something like 100 years. Oil is just about back to pre-war levels. McCain called Obama a liar and Obama continues to call McCain erratic. The Treasury dept is edging towards some semblance of nationalizing the banking industry. And the Cubs, oh the Cubs!

Yup, quite a week. With what seems like incredible bargains in stocks everywhere, money managers are undoubtedly looking for values to gobble up when they sense the market’s bottom. Last entry, I spoke about how your customers are seeking value as well. And when it comes to your marketing, you should be too.

Now’s the time to go fishing and scrounging.

Go fishing cause the big fish are in hiding

With normally aggressive local advertisers such as car dealers and big retailers pulling back on spending, there’s a lot of excess or distressed inventory on the hands of local television and radio stations as well as on cable. Print has its share of bargains as well. This is a great time to make opportunity buys and contract for great advertising spots at tremendous values.

Scrounge around for extra visibility

When times are tough, the tough pound the pavement. Don’t be too proud to trumpet your message from such lofty places as parking lot windshields, lawn signs, and bathroom bulletin boards. Right now I’m looking to add some energetic young people to our promotional team. Rather than spending for recruiting ads, we’re handing out fliers in local stores that employ well-screened, if underpaid, technically savvy twenty somethings.

Look for opportunities to grab advertising at rates that won’t likely be around for too long and support your message with “shoe leather” type marketing on the streets.

Fishing and scrounging can mean pulling new potential customers into your orbit for long term nurturing. Follow your customer’s lead – be a value marketer.

Posted by: Steve Banis