5 Steps to Prepare Your Marketing For an Economic Downturn!

Patrick McFadden

Let me ask you a rather blunt question – Are you concerned about the effects of the Coronavirus  #COVID19  on the economy and your business?

If you are reading this on a Sunday, you might be wondering why I chose to post today. (FYI: I’m not a fan of spreading fear but I am a fan of preparation!)

I’m writing this today because of the number of conversations I’ve had over the weekend with CEOs and business owners of small businesses around preparing for a down economy or recession. 

Now, we’re at the starting point of all this, but many of you àre already realizing that your service delivery must move  virtual and digital in some instances.  

So with all that being said, “how do you prepare your marketing for a downturn?”

My advice – these 5 things:

  1. Refocus your marketing on who you can best serve  – define who makes an ideal customer and who doesn’t – serve only one of them.  Learn more >
  2. Audit your customer experience for places to add value before discounts  – One of the first places businesses cave is on pricing, the inclination is that cutting prices will make the phone ring but it rarely helps long term, and it hurts profit.  Learn more >
  3. Partner with other businesses  – Proactively creating strategic partnerships is a great way to generate new leads and build long-term momentum. The trick is to do it ways that are win-win and simple for all parties.  Learn more>
  4. Fix your follow-up approach  – generating a lead and converting a lead is not a one time deal. Develop multiple follow-up messages, schedule routine marketing touches and send an occasional thank you note.
  5. Focus on being the go-to informational resource  – Marketing is essentially a trust-building game. Few things build trust more efficiently than educating potential customers via webinars, teleseminars or seminars and sharing your expertise in an educational setting.  Learn more>

When preparing for a downturn stop playing around with the “idea of the week” and go create and execute this plan!

Forget “Perfect Workspaces.” Customers Want Perfect Installation Days — Here’s What Happened When One Furniture Installation Company Got That Right

By Patrick McFadden • March 31, 2025
1. The Challenge: VMI was like many service providers — positioning their value around what they thought clients wanted : “Office furniture installation and assembly — let us handle creating your perfect workspace.” But the actual buyers — facility managers, project managers, furniture reps — weren’t looking for “perfect workspaces.” They were trying to avoid installation nightmares . Their real priority? ✅ Great installation days. ✅ No chaos. ✅ No missed deadlines. ✅ No angry phone calls from clients. 2. The Insight: After conducting stakeholder interviews under our marketing strategy consulting engagement , the Indispensable Marketing team uncovered critical feedback: “We need installers who maintain a professional site and follow instructions.” “We lose relationships when installations go badly.” “I need quotes back quickly or I can’t sell the job.” This wasn’t just about services , it was about trust, problem-solving , and professional reliability . So we reframed their differentiators not by what they did, but how they showed up : Same-day project quotes Problem-solving on-site Update protocol with clients Professionalism guarantee Lasting Impression Insurance 3. The Shift: We shifted the positioning from vague benefits to real-world, emotional triggers : Instead of: “Let us create your perfect workspace.” Now: “Get the perfect installation day, every time.” That subtle shift aligns with who’s actually buying (and who feels the pain when things go wrong). The end-user may care about the workspace. But the buyer cares about the install . 4. The Lesson for Others: If you’re selling a service, don’t describe what you do. Describe what the client wants to avoid or achieve — and who the real buyer is. Then, systematize what you’re already doing well and give it a name. Just like our team did with: “Same Day Quotes” “Lasting Impression Insurance” “Reliable Presence Protocol” 5. The Outcome Within weeks of updating their messaging and positioning: The company reported more qualified leads asking the right questions Furniture reps began referring them because they were “easy to work with and made them look good” They were shortlisted for larger, multi-phase projects due to increased confidence in their process But most importantly, they stopped competing on price — because they weren’t selling perfect workspaces anymore. They were selling peace of mind on installation day.

From Trends to Tactics: How Our Marketing Firm Helps Medical Staffing Agencies Win in Changing Markets

By Patrick McFadden • March 8, 2025
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By Patrick McFadden • January 13, 2025
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