Sunday, June 23, 2024

Marketing 101


Branding is critical, today and always.

The new year brings new goals and challenges in the marketplace. Whether your business is solely online, brick-and-mortar, or a hybrid, your brand will greatly impact consumers this new year.

Regardless of a recession, consumers will continue to shop and support the brands who fit their lifestyle. Here are a few ideas to consider before you make any drastic changes:

1. Drive loyalty- An economic downturn is a challenging time for consumers, but the brands that thrive are in it for the long-term gain. Customers who shop will value the goods and services, appreciate loyalty programs, discounts, and private events. Make customers feel special, offer discounts when available, and stay in-front of consumer buying habits. The more customers who know about your product or service and receive special offers or deals, the more often they will stay loyal and continue the same shopping habits. By retaining trust in your customer base, it will prevent them from choosing other brands.

2. Communicate effectively- Create content that consumers want to embrace and resonate with. Focus on quality messaging or campaigns that draw consumers in and in turn, want to support your products. Use different media channels to connect, engage and support each segment. Now is not the time to cut budgets, but be mindful of proper advertisement spending. Marketers should analyze measurements carefully and report monthly. Stay ahead of the competition. Strive to communicate trust and build a strong brand presence to ensure customer loyalty.

3. Shift in strategy- A good marketing plan will include strategic initiatives to meet goals. Make sure your initiatives are vetted by marketing professionals versus blind advertising. Invest in long-term goals and tactics, as businesses are more likely to see a significant return than those who opt to halt all communications. Now is the time to invest in relationships, clear communications, and tactics to retain consumer spending. Branding is essential. Ensure your brand retains customers and help each other thrive during the highs or lows.

Jennifer Bushong, MA is the owner of JBe Marketing Group, LLC., a full-service marketing and communications firm in Washington State. Bushong earned a Master of Arts in Journalism with a concentration in public relations from Kent State University and graduated cum laude with a communication degree from the University of Washington. To connect, email or visit


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