by Chuck Reece
President, Chuck Reece Communications

When the market is quiet, it could be the best time for your business to speak up.

The noise can be deafening in a crowded market, making it difficult to be heard. Still, when times are good, most companies follow the accepted path: Spend money, time and effort trying to stand out in the crowd.

But the true test may lie in the decisions you make now, when economic conditions are silencing many corporate voices.

Instinct may tell you to sit back and wait. Money is tight; resources are scarce. But consider this: With fewer companies acting aggressively in the market, there’s less noise. Potential customers can hear your messages more clearly. While many companies are in mass retreat from their marketing and communications strategies, your company can turn and face the crowd — and profit from the effort.

Companies that stay in the communications game during tough times often focus only on advertising. But today’s world requires a more comprehensive approach to communications. Consider this example from Andrew Razeghi of the Kellogg School of Management at Northwestern University, in his recent paper; Innovating Through Recession:

“Consider Ralston Purina who, between 1930 and 1932, saw its sales plummet from $60 million to $19 million. Rather than stop marketing in its tracks and in an effort to build brand awareness with limited marketing dollars, the company launched a historic product placement by sending its Dog Chow Checkers dog food to the South Pole with Admiral Byrd thereby helping the company cut through the clutter and win the attention of customers.”

It was a highly relevant message, delivered to the right people at the right time. And the message was plain: If it’s good enough for Admiral Byrd’s sled dogs, it’s good enough for the dog in your backyard.

As you consider your communication plans for 2009, remember three key points:

1. Relevance rules. Customers are watching every dollar, and they want credible information to help them make the right spending decisions. A clear message paired with an innovative communication tactic can get your company the attention it needs.

2. Diversify your tactics. A comprehensive communication strategy spreads highly targeted communication across a variety of media, getting the right message to the right audience at the right time. A diverse approach raises the probability that your key messages will be heard.

3. Help the messengers. Your own resources are tight, and that’s true for your customers and the media. For example, newsrooms are understaffed, making the role of a good public relations professional even more important in getting reporters and editors the information they need.

But most importantly, don’t retreat from communicating with the marketplace. Today, retreat can send an unintended message. Consider this example from Razeghi’s paper:

“The worst thing you can do is to disappear.… For example, an organization I know well made the decision not to attend a key industry trade show during a difficult economic period in order to save cost. However, what they didn’t consider was the inadvertent message this action would send to their customers. The news — rather, gossip — was that the business must be in trouble since it was ‘always at the show.’ As it turned out, their absence was their greatest presence.”

The market is quiet. Speak up.

Contact Chuck Reece at chuck@chuckreece.com or 404.827.9911 to schedule a cost-effective communications assessment for your company. You can learn more about Chuck Reece Communications at www.chuckreece.com.