Many companies are looking for ways to trim the fat from their operations – laying off employees, consolidating technology and cutting back on marketing, to name a few.
While it’s always good practice to reduce waste and inefficiencies, it doesn’t make sense to let it all go. At some point, the market will bounce back, and you need to be prepared.
Take marketing, for example. Even if money is tight, it’s still important to get your message out there. It also gives customers the impression that your business is a-okay. If your brand disappears off the face of the earth, it doesn’t exactly send the right message to customers. Really, so much of a recession is psychological.
But if your marketing budget has been slashed, that could leave you in a bit of a pickle. So it’s a good time to check in with vendor and distribution partners to find out what’s on offer.
Arrow ECS, for example, has launched MPower SmartCart, an online shopping cart site for North American resellers, as part of its Midmarket MPower partner program. This allows resellers targeting mid-size customers to purchase marketing materials using marketing development funds (MDF) from suppliers, among other payment options.
The application makes marketing materials available for purchase online, including lead generation campaigns and marketing services for hardware, software and storage. The design and production of materials are automated through SmartCart, so all materials can be customized to reflect brand identity and positioning.
If resellers are using MDF to pay for marketing materials, SmartCart will integrate MDF account information so resellers can complete the transaction instantaneously. It also provides a dashboard of tools to track account balances and remaining funds.Perhaps what resellers will find most useful is that SmartCart tracks leads resulting from marketing campaigns and generates reports, so resellers can demonstrate the success of their efforts when requesting more funding from suppliers down the road.
Let’s face it – if you don’t have the time or money to develop extensive marketing campaigns, you’re at a competitive disadvantage. And it’s more important than ever in these times to get your message out there to prospective customers.
Vendors and distributors may have access to the resources you need, so it’s worth doing your homework. SmartCart, for example, allows resellers to upload their own target distribution lists or indicate geographic regions, vertical industries or markets they’re trying to reach and Arrow will compile mailing lists around those parameters. It doesn’t really get any easier than that.
Even if you have to cut back, don’t just think short-term. Consider how you can maintain your presence and prepare for better times. And see how your partners can help you – after all, that’s what they’re there for.