KEY POINTS:
Businesses may be up against tough economic conditions next year but whatever they do they need to keep their brand strong.
Rick Osbourne, chief executive of the Communication Agencies Association of New Zealand, says there are four ways a business can ensure its brand is consistent even if
its balance sheet is not.
It must always allow for marketing in the budget, and ensure the company is able to respond to and, if needed, pre-empt competition with an advertising campaign.
It should avoid price-slashing - cutting prices could undermine the brand's reputation and create unrealistic expectations of prices in the future.
A downturn is also an opportunity to carry out an audit of the product line, making sure the creatives and the right media channels are being used and the company is not paying an unrealistic price for advertising and marketing.
Jan Ferguson, Microsoft New Zealand's group segment manager for small and medium enterprises, says survival is about making a plan - one or two pages will suffice - with clear goals and a timeline.
After that, businesses need to look at how they can be more effective with their budgets by either increasing sales, claiming a larger proportion of the competition's consumers or being more effective with spending.
This means being more efficient with the resources the business already has.
There is technology on the market to help with that - for example the business contact manager function of Microsoft Office's small business edition can track emails and opportunities.
There are cost-effective ways of obtaining information on customers using Customer Relationship Management (CRM) software who they are and how you can reach them.
An absolutely free way of protecting the brand is to ensure its image is consistent in every facet of the business -when answering the phone, writing an email or leaving a voicemail.
Then there are cost-effective ways of getting the message out there.
There is no reason a business can't put special offers on the bottom of emails or invoices, Ferguson says.
She suggests businesses get on the internet and start blogging - but ensure there is just one trustworthy person doing it, because once it is on the internet it's too late, she says.
Make use of traditional resources like local papers - approach business writers who are seeking good business experiences to write about, Ferguson says. And talk - it costs nothing to use a happy client for referrals to new leads.
"One key thing is that you know a lot of customers who like what you do. Ask them whether they know someone who might benefit from the service."
It is also important to invest in sales staff: "You can't sell a secret. Often cutting on staff is the first thing businesses do. But good quality people will make sure customers get the best quality advice and service," Ferguson says.
Mobilising sales staff saves a lot of time and is an effective way of getting the message out there. But if they are on the road, staff need to be kept up-to-date with the status of stock they are selling - investing in technology that integrates the mobile with the PC will help.
Ferguson says tough times also present plenty of opportunity to get a business ahead of competitors.
"If you are faster, sharper, leaner, you will make money."
