Is it time for what?
Is it time to get back on track with your marketing programs? It's no secret that the economy has been in the dumper. People are laid off, budgets get tightened, everyone gets paranoid. The point that any good marketer knows is that these downturns turn up again and, like surfing, you have to be out paddling like a madman in front of the wave or it will pass you by.
So what are you doing to start paddling? Are you out in the water just waiting until that "perfect" wave comes in or are you out there battling? Are you waiting until the "big boys" start surfing because then you'll know the recovery is really here? Remember the old adage "Snooze you lose"? When it comes to marketing in a downturn it is never more applicable.
So how do you crank up your marketing programs (i.e., start paddling) without betting the farm?

Here are a couple of ideas:

• Make yourself look different than your competitors. If your competitors are mailing out postcards, do a smaller mailing, more targeted with something different. Here's what we did. We mailed a flip-flop. No envelope, no box, nothing. The flip-flop had our name prominently displayed in the text glued on. Initial response far exceeded our control with the postcards.
• Work your contact list - Now's the time to reassure your current customers that you aren't a victim of the downturn. Send them a "I survived the 2009 Recession" package. We can help you fill the package with items that will make them smile and remember that you put the smile on their face.
• Pass on your your own incentive plans - If you business is anything like ours, the suppliers are making unreal deals on product. Our suppliers are doing 24 hour turnaround, no less than minimum pricing and many other offers. We pass them on to our customers (psst, that means YOU!) Many of the deals don't appear in our online catalog, so call or email us.

Yes, times are tough. However to use the surfing metaphor one last time. You can get up on the board and start riding the waves or you can sit out in the water dangling your feet waiting for the next great white shark to make you a victim of the recession. Which will it be? If you choose to ride the wave, we are here to help. Kawabunga, dude!