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  • Vincent Bissette


Times are more uncertain now than ever. It is becoming evident that the panic brought by the coronavirus is going to greatly affect many businesses. However, it is critical for the survival of any SME that they do not let this uncertainty cancel all of their marketing efforts. Although it would appear to be counter-intuitive to continue expensive marketing efforts during the economic uncertainty, the keyword here is expensive. All kinds of resources are available to businesses that are neither costly nor time-consuming; the trick is to look for and utilise, your company’s hidden assets.


The good thing about businesses at times of crisis is that they each possess unique assets that van be used to help others. Now is a great time to ask yourself if you have any assets that others really need at the moment. If you can help others access in-demand items such as toilet paper and hand sanitizer then doing so will provide a priceless service for those in need. Outwith the humanitarian benefits, this can help build positive PR for your business which will likely come in handy in a tough economy. If you are young and healthy you can always provide a helping hand for the elderly who will be in need of resources, even simple things such as shopping. Businesses should be founded on the basis of providing their customers with value, now is the time to provide all the value you can.


Marketing is all about positioning, and providing the right value to the right sources. Consider how you are marketing your products or services. There may be additional benefits that could be useful to other people; make sure you highlight these.


Your company is already rich in the capital – intellectual capital. The information and experience you have amassed over the years can form the basis for a variety of different marketing materials, such as case studies, articles and e-books, all of which can, in turn, attract new business by setting your company up as a knowledgeable and authoritative body in your particular field. Be sure to utilise your existing resources in order to ensure smarter allocation of expenditure.


Many profitable marketing avenues are often overlooked as a result of people finding them difficult or unpleasant to carry out, cold calling and public speaking among them. However, cultivating the ability to pursue these areas will give your company an advantage over the competition since many other companies are NOT doing this (or not doing enough of it).

While companies are pinching pennies and cutting back, this can be the most likely time to get yourself noticed simply by trying something new and sticking your head above the water.

If you want to look more into cheap ways of getting great publicity to check out our blog on guerrilla marketing.


During times of economic uncertainty, many here-to-fore expensive areas of marketing will be considerably cheaper or have less competition. Capitalise on these by stepping into the gap, and continuing your efforts in these areas. The long-term benefits will outweigh any small short-term expenditure.


Marketing efforts that attract prospects and have accumulative value, such as marketing on social networking sites, differ from direct marketing pushes that may require additional expertise. Since they are directly connected to the company, it makes sense to do them in-house.

Undertaking these activities in-house provides the added benefit of building longterm skills and processes shared amongst you and your team.


Marketing is an on-going process, but it shouldn’t be a difficult or wasteful one. You already have more of the necessary resources than you realise. Bring them to the fore, and get the most possible from every aspect of your activities.

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About the author: Vincent Bissette is a freelance Brand Strategy and Design Consultant with over 30 years experience of branding and rebranding businesses and organisations, systematically, thoroughly and objectively. He has worked in major Design Consultancies as well as having run his own agency for 25 years, working with SMEs all over the UK to help them modernise their brand, grow their business, attract new customers, penetrate new markets and increase their sales, market share and profit. Throughout that time, there’s not much he hasn't done or many industries he hasn't worked in. He’s a creative, strategic thinker and problem solver with a wealth of experience in diagnosing trouble spots in brands and discovering their strengths, weaknesses, opportunities and threats. Now based in South Lanarkshire, Scotland, he works throughout the entire UK.

Get in touch with him on Linkedin here

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