Bold approach needed for marketing as cutbacks hit hard
As the recession starts to hit the marketing and public relations industry hard, a leading North-East practitioner has called for a bold approach to the situation.
Keith Blundy, managing director of Aegies Associates, based at NetPark in Sedgefield, County Durham, says that PR and marketing is never more important than in a recession and that the devastation of the public sector should not mean the end of promotional work.
Keith, whose company specialises in marketing in the education, financial services and industrial field, said: “Amid all the talk of public sector cutbacks, the impact on the marketing industry can sometimes be overlooked. However, when the likes of regional development agencies and Business Link lose their funding, the knock-on effect on the wider economic scene can be substantial. Already we have seen several PR and marketing companies nationally and regionally struggling badly, or even go into administration, because of the cutbacks in public sector funding.
“But it does not need to be like that. Perfectly worthwhile projects and companies finding themselves without the financial crutch of public sector funding have two choices - roll over and die or take on the mantle themselves and become more sustainable and innovative. That is where PR and marketing comes into the equation. It should not be the first thing to go when cutbacks are identified.
“What is needed is a bold approach. The best time to engage in promotion is at the start of a recovery. That is the time to get the word out when your competitors are still in siege mode.”
In an attempt to help companies and projects struggling with funding, Aegies is offering a free consultation to help them plan a cost-effective way of promoting themselves.
Keith said: “Companies already engaged in a project hit by these cutbacks or worried about the effects on their project from an existing supplier hitting financial difficulties are most at risk – and it is these very companies that might benefit from our reassurance or intervention.
“We want to be your business’s knight in shining armour. In 30 years of experience of international marketing and product development, we have seen just about every situation there is and can advise accordingly.
“A company seeking ways of promoting itself needs help in those initial stages. Offering them our expertise free right at the start may be the difference between a company turning to PR and marketing or not. That will be good for them and it has got to be good for the industry.”