MARKETING experts are warning companies not to neglect promoting their work as recession threatens.

They are urging firms not to ignore marketing in difficult times because it can help to keep business steady.

Gary Lovatt is managing director of Moorish Idol Marketing, which is based in Churchgate in the town centre.

He said: “When times are tough, marketing is one of the things you can improve to influence the performance of your business.

“Sadly, marketing is often perceived as a luxury rather than the necessity it is and therefore the temptation in troubled times may be to cut the budget by 20, 50 or even 100 per cent.

“To do so places more of an already reducing market share into the hands of your competitors and could place you in a position from which you may never recover.

“Think smarter. You need not necessarily increase spending, just analyse results and choose activity that is more likely to reap rewards.

“Even with the smallest of budgets, the results of marketing clever can be phenomenal.”

Lee Bailey is managing director of Maxafi, an online performance marketing specialist based at Evans Business Centre in Manchester Road, Burnden.

His advice is to look at the results of your marketing to make sure you are doing it right.

He said: “At any time, marketing should always be accountable.

“Regardless of which method of marketing is undertaken, it’s important to ensure you can track its effectiveness in some way.

“Many businesses rely on customers telling them where they saw their ad, but fewer than one per cent of customers do so.

“A more effective method is to either have separate telephone numbers for each ad or offering customers a discount if they present a copy of the ad to you.

“For online businesses, consider using specially created campaign sites to track ad effectiveness.

“Each of these, or a combination, will allow you to get as much data as possible, both about the effectiveness of your marketing and your customers.

“During the credit crunch, most people are turning to the internet to find the best value. Typically, the internet can also offer businesses the most cost effective — and accountable — marketing available.”

Here are the experts' top tips:

Gary Lovatt, managing director, Moorish Idol Marketing

1. Take time to analyse your last 12 months marketing spend and what activity actually contributed to new business?

2. Informally contact all existing customers to see how things are going — it shows you care and you may uncover a repeat business opportunity.

3. Join a local networking group — word of mouth referrals are the most cost effective way to win new business.

4. Reassess your website — is it just sitting in cyberspace or actually generating business?

5. Keep a close eye on your competitors — what can you do to set your business apart?

6. Consider substituting direct mail to email marketing — it’s generally faster, measurable and more cost effective.

7. Talk to the media regularly about new contracts, acquisitions, partnerships, staff developments or charity work.

8. Vary your strategy — rather than advertising because you always have done, ask your local paper about leaflet distribution or digital alternatives.

9. Keep your eye on the media for expanding businesses and those that fit well with what you can offer.

10. Stay friendly and positive — customers and suppliers need reassurance that you are in control and working with them.

Moorish Idol is currently offering Bolton News readers a free one-to-one marketing consultation to help your business “Beat the crunch”. To book an appointment call 01204 366732.

Lee Bailey, managing director, Maxafi

1. Understand your market — good research will help you maximise your budget effectively.

2. Promote through relevant points — go for the most targeted mediums rather than those with the biggest reach.

3. Have a call to action — a plumber could advertise a “no call out fee” for a set month or a retailer could run a promotion for a set period. Ensure calls to action are tracked so you can see how effective they are.

4. Retailers can use loss leaders to increase footfall. Offer a popular product at cost price and ensure other tempting offers are nearby. The sales of other products should make up for it.

5. Use the internet — every business can benefit from an online presence. Make sure you give users a reason to contact you and offer users a way to commit to you online.

6. Target your customers online — if you follow the advice given in 5, without doubt the best value advertising you will ever find is ‘pay per click’ advertising online. You only ever pay if a user is interested in your ad and wants to read more.