By: Joshua Finley
When economic downturns hit, marketing often becomes the first casualty on the budget chopping block. However, John Scalli, president of Centurion Media Solutions, says that doesn’t have to be the case. He advocates for a strategic approach to marketing that not only preserves resources but also ensures brand visibility and trustworthiness during challenging times.
Scalli boasts a dynamic career in the marketing industry, specializing in digital marketing management, marketing strategy, and print marketing management. At Centurion Media Solutions, he leads a team with over 40 years of combined experience in marketing and advertising, offering expertise in various domains from social media branding to optimizing entire marketing budgets.
Branding During Tough Economic Times
“All marketing has to do with your brand,” Scalli points out. “That’s how you get your services or products to stand out against the competition—which is even more crucial during a recession.”
He also notes that, regardless of the industry, trust is crucial, especially during challenging economic phases. “Good marketing helps establish trust,” Scalli says. He points to recent bank closures and the need for businesses to reassure their customers amidst uncertainty, highlighting the role of marketing in fostering trust and stability.
Three Tips for Marketing During a Recession
During economic downturns, budgets get cut or reduced. It’s an inevitable part of running a business, but Scalli believes that marketing is as important as ever in the midst of a recession. Here are his three tips for keeping a strong focus on marketing, even with a reduced budget.
SWOT Analysis of Your Marketing Budget
Scalli’s strategy begins with a comprehensive SWOT analysis of the marketing budget, which identifies strengths, weaknesses, opportunities, and threats. Identifying what works and what doesn’t is imperative for understanding the marketing needs of your business. He advises leaning into strategies that yield results while cutting back on less effective ones. For instance, he mentions a commercial construction client that focuses on messaging that highlights the company’s track record instead of utilizing flashy marketing campaigns. “Lean on what’s working,” he advises. “Cut back on what’s not.”
Be Your Biggest Promoter
In Scalli’s playbook, self-promotion is key. He suggests showcasing employees, leveraging physical storefronts, and collaborating with clients to amplify brand visibility. Regardless of economic conditions, continuous promotion remains paramount to staying relevant and competitive. “What are the key things that make your business stand out among the rest?” he asks. “Focus on those.”
Utilizing Low-Cost, High-Impact Strategies
Scalli advocates for utilizing cost-effective strategies that deliver maximum impact. He cites examples like leveraging sustainable technology or simply adding company logos to everyday items like coffee cups. Though seemingly small, these initiatives serve as powerful branding tools with minimal investment.
Staying Strong
In times of economic uncertainty, John Scalli’s guidance offers hope for businesses struggling with budget cuts. By prioritizing strategic planning, leveraging effective marketing efforts, and effectively showcasing the unique strengths of their brands, companies can keep their branding strong—even during a recession.
To connect with John Scalli and learn more about Centurion Media Solutions, visit their website.
Published by: Khy Talara
