Articles

Marketing through an economic downturn

By Andie Mercer
Andie Mercer is the president-elect of the New Mexico Public Relations Society of America and also serves as the vice president of the Garrity Group Public Relations.

This guest column first appeared on May 19, 2023 in Albuquerque Business First

It’s been a turbulent three years for business owners in New Mexico. What started with the Covid-19 pandemic has turned into higher organizational operating costs, labor shortages and ongoing supply chain disruptions. To add insult to injury, economic experts are hinting at a possible recession. 

Since marketing is one of the first areas to see budget cuts, here are some ways to position your outreach and messaging that will weather a future economic storm. 

Communication efforts through public relations, digital media and community relations outreach can help organizations grow their share of voice among consumers. In fact, successful campaigns may increase brand recognition; build, maintain and even repair a brand image, build relationships and attract buy-in from key stakeholders. 

These efforts can also help to foster trust, which is crucial for endorsements and repetitive business. Methods of outreach such as securing news placements and leveraging digital media influencers provide third-party credibility and validation. By pushing your message out there through various mediums, you also have the opportunity to control your narrative, strengthening your brand so that it can withstand anything thrown its way.

Additionally, communicating and engaging with consumers on a regular cadence can help build and maintain customer loyalty. The consistency not only keeps your brand paramount, but it helps engrain you as part of your customer’s lifestyle. You become the go-to brand for your product or services, where others aren’t even a consideration. 

During a weakened economy, maintaining your level of communication becomes key. If you’ve set a precedence of regular marketing efforts, reducing your outreach may backfire. It can communicate to your audience base that your business is struggling, even if it is not. Unfortunately, this may lead them to consider other brands.

So, as others make budget-related decisions to decrease their marketing, maintaining and even increasing your messaging efforts will fill that gap. This means that your brand will be top of mind when consumers are ready to spend, potential employees are ready to apply for jobs and key opinion leaders look to endorse your organization. 

As you look for ways to increase your presence, below are three things to consider while in an economy of the unknown. 

1. Identify communications opportunities — With minimal budgets, it’s more important than ever to be choosy with how you spend your money. A communications audit can identify which strategies work best for your company, those that are low-risk opportunities and those that you may want to decrease funds for. 
2. Consider your digital options — Cash is king and always will be. So as you look for more affordable advertising options, consider digital media. Social media advertising, search term advertising and things like developing and distributing a newsletter can help drive website traffic and revenue and require minimal spending. 
3. Participate in local events — Organizations such as the New Mexico Chapter of the Public Relations Society of America (NMPRSA), offer regular educational opportunities for those interested in developing communications strategies and offer networking opportunities with local business leaders at affordable prices. The May luncheon was focused on how to create integrated campaigns and will feature discussions with marketing leaders in an intimate setting. More information can be found at nmprsa.org. 

Keeping your brand and message in front of your customers is simple and cost effective. Determine how your customers like to engage with you, consider your digital options and engage in face-to-face events. Making simple changes now can benefit your small businesses or large organization in the long term.

Recognizing the impact of AAPINHs in New Mexico

Kristelle Siarza, Owner and CEO of Siarza,
Volunteer Executive Director of the Asian Business Collaborative

For over 30 years, May has been honored as Asian American and Pacific Islander (AAPI) Heritage Month. This month-long celebration recognizes the contributions of AAPI (also expressed as AAPINH, Asian American, Pacific Islander, Native Hawaiian) groups and individuals that have helped build and elevate our country for hundreds of years. A broad term, AAPINH encompasses all of the Asian continent and the Pacific islands of Melanesia, Micronesia and Polynesia.

Starting as a commemorative week in 1978, May was designated as Asian/Pacific Heritage Month in 1992. This month was chosen for two important anniversaries falling during this time: the arrival of the first Japanese immigrants in the United States on May 7, 1843, and the completion of the transcontinental railroad by many Chinese laborers on May 10, 1869. Asian/Pacific American Heritage Month was renamed as AAPI Heritage Month in 2009.

Asian Americans, Pacific Islanders, Native Hawaiians have contributed significantly to every facet of American culture and society, including science, medicine, literature, art, sports, recreation, government, politics, activism and law. AAPINHs are the fastest growing racial group in the United States. This also holds true in New Mexico. From 2010 to 2020, the Asian population in New Mexico has increased by 34.7% and the Native Hawaiian and other Pacific Islander population has increased by 74.5%.

Since their arrival in the 1800s, AAPINHs have contributed greatly to New Mexico's economy with labor, industry, businesses, and purchasing power, as well to our state’s rich diversity through their unique culture, customs, histories, languages, and traditions. There are over 30 AAPINH ethnic groups, more than 20 AAPINH languages and over 40 AAPINH supporting organizations in New Mexico.

Recognizing the immense impact of AAPINHs in our state, 2023 saw the first ever New Mexico Joint Legislative Session to celebrate AAPINH Day! On the first Tuesday of February of every odd-numbered year, AAPINH Day will be observed to honor all past, present and future New Mexicans who are Asian American, Pacific Islander, Native Hawaiian and all other groups who have migrated from, have historical ties to or identify themselves as from Asia.

Ready to celebrate the amazing contributions of AAPINHs in New Mexico?  Check out these ideas for how to celebrate in May and all year long!

• Explore AAPINH History
• Attend AAPINH events
• Support AAPINH-owned businesses
• Read books and listen to podcasts from AAPINH authors and creators
• Watch movies featuring AAPINH cast/crew members
• Try Asian/Pacific cuisine
• Follow AAPINH activists, educators, and leaders on social media
• Learn how to pronounce Asian names/words
• Learn about and get involved with stopping violence against AAPINH communities (https://stopaapihate.org)
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The 2023 theme selected by the Federal Asian Pacific American Council (FAPAC)  for the observance of Asian American, Native Hawaiian and Pacific Islander Heritage Month is Advancing Leaders Through Opportunity.