Management Today (March 09 p22) questions whether marketing is an indulgence or a necessity in a recession.
Harvard Professor John Qulech spells out what most first mover businesses know already – that a recession is no time to cut back on advertising or promotions.
In addition, in today’s Chartered Institute of Marketing’s weekly round up of marketing stories called Cutting Edge, CIM confirms that brands which increase their advertising during an economic downturn, whilst the competition cuts back, can increase market share and ROI. And it is likely to cost less than in non-recessionary times.
The problem is that lots of UK motor businesses feel under stress, have their head in the sand and/or are cutting back on all expenditure as evidence of their business strategy. As if that is going to influence their future success.
They are unlikely to be taking business advice either despite the good news to be had.
No better time to sit up, take stock of current conditions and plot your usp to take full advantage of when the good times return…
Do nothing = win nothing, whilst others exploit your inactivity.
No better opportunity to be one of the first garages and new car dealerships to position themselves as truly female friendly in the UK motor industry; a welcoming refuge in what remains an often unfriendly man’s world.
Remember the Sheila’s Wheels research findings – that many women would prefer to go to the doctors than a garage…
Yes I have a vested interest in this topic because I run FOXY Choice where female friendly garages promote themselves to women online, as well as in their local area and to members of FOXY Lady Drivers Club.
Blatant self promotion I know 
but FOXY is such a unique proposition allowing first mover motoring businesses to steal a lead on lesser garage, dealer and dealership competitors. How else might they stand out in a crowd/industry with such a poor reputation for getting things right for women drivers.
Whatever businesses decide to do, my advice is to cheer up, get your marketing strategy in place now and prepare how you are going to exploit the opportunities that will surely follow this recession.
In a nutshell, decide where you want to be in 3-5 years time, plan to be better and different from now/the rest, work out how to do it and get ready to start the journey.
FOXY Steph
