Hot Marketing Tactics for a Cool Economy

May 1st, 2008

It may seem counter-intuitive, but a slow economy may be the best time to ramp up your marketing efforts. Faced with declining revenues, many firms opt to scale back or eliminate their advertising and marketing efforts, and that creates an opportunity for other companies to step in and fill the void.

Prospective clients today are very likely to rely on the Internet for research when they need a product or a service. If you have a company website and you advertise on selected websites and in electronic publications, you already have an excellent start.

To build on this position, there are online tools available to establish your company as an industry expert. If a prospective client perceives you as a resource now, it’s likely you’ll be top-of-mind when they need your services in the future.

There are many cost-effective platforms available for demonstrating your expertise. Here are some quick ideas:

  • Publish or sponsor a whitepaper
  • Write guest articles in local or industry publications
  • Host or sponsor a Webinar
  • Respond to or write a blog

To help determine the right vehicle for your company, start with your firm’s unique selling proposition. What does your company do for its clients better than anyone else? What you do best is probably a reflection of what you know best, and that can be the basis for your “thought leadership.”

Next, think about the best way to convey this knowledge to your prospects. For example, a company that specializes in collecting for small physician groups might provide specific tips on collections for small practices in a white paper or article. A firm that provides services to large credit issuers might convey leadership by participating in a webinar on current trends in collection practices.

Naturally, you want to strike a balance between demonstrating expertise and “giving away the store,” but it’s unlikely that the knowledge you share in these marketing platforms would be a complete substitute for hiring you!  The rule of thumb to follow is to provide as much information as possible.

To find out more about thought leadership opportunities on, please contact Stephanie at 240-499-3806 or She also welcomes any feedback you have about any of the editorial coverage or services offered through

Comments are closed.


How will the Growing Peer-to-Peer Lending Industry Impact the ARM Industry?

October 24, 2017

Who do small-business owners turn to when they don't have enough internal capital but want to invest? Traditional commercial banks, or peer-to-peer lenders?....

» see this post    » all posts

The Impacts of the Recent Hurricanes on the Economy and the ARM Industry

October 19, 2017

In the past few months, the U.S. was devastated by a series of hurricanes. Do natural disasters have long- or short-term affects the accounts receivable management industry? ....

» see this post    » all posts

Are Effective Strategic Planning Resources Available for ARM Companies?

October 17, 2017

It's that time of year again. Owner-operators and executives are getting together to set plans for 2018. Are there any effective strategic planning resources available to the ARM industry?....

» see this post    » all posts


Kaulkin Ginsberg Company Releases Middle Market ARM Benchmarking Report

October 12, 2017

Kaulkin Ginsberg Company announced it's release of the middle-market ARM Benchmarking Report available to KG Prime Universal members.....

» see more

Kaulkin Ginsberg Company to Release Exclusive and Comprehensive Index

September 13, 2017

Kaulkin Ginsberg Company will release an exclusive and comprehensive index detailing the economy's effect on the ARM industry. ....

» see more

The Kaulkin Ginsberg Fall 2017 Fellowship Semester Begins

September 12, 2017

Kaulkin Ginsberg Company, in conjunction with the University of Maryland, College Park's Department of Economics, began its fall 2017 fellowship semester earlier this month for the fourth year.....

» see more