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A recession-proof business: The holy grail

posted by McKenna @ January 6th, 2009

Over the holidays, the big topic of discussion was the economy. I come from a long line of entrepreneurs (I am the first person in three generations to not work for myself), and my circle of friends is heavy on the self-employed side. I expected a lot of worry and wringing of hands over cookies and cocktails.

I was wrong.

Most of my friends and family say their deep client base will help them weather this recession. And – surprisingly – many said they are focusing now more than ever on marketing their services to qualified customers.

In fact, one acquaintance said his graphic design firm unfailingly improves during recessions. He’s owned his business for nearly 30 years and has weathered several deep recessions, so I’m pretty sure it’s not a fluke.

He said that when layoffs happen in the marketing departments of his corporate clients, they still need that marketing work completed. The work doesn’t simply disappear. It just gets shuffled around until they find a more economical way to finish it – and sometimes that means calling an outside vendor like my friend’s business.

And there’s always marketing work to be done. Some say that tough economic times are the best times to put the pedal to the marketing metal. Committing yourself to marketing your business successfully – with a strong strategy and targeted goals – in this economy can reap great rewards.

As Yoda says: “There’s no try – only do!”

Related tags: marketing • recession

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