I don’t think I’m the only one aware that as we turn out of recession there seems to be a forgetfulness of what went before.  I’m not talking about remembering or returning to the so called ‘good old days’ of extravagant marketing budgets, but memories seem remarkably short when it comes to recalling and putting back into action marketing that actually worked, and worked well.

In some sectors, marketing was cut right across the board whether it was successful or not.  Yet, as many businesses pulled down the barricades and reduced marketing spend at the start of the recession, others beefed it up – taking advantage of lower supplier costs and gaining significant share of voice.

It’s in no doubt that those businesses that kept marketing through the recession are now more front-of-mind with customers and newly renewed spenders.  However, if you are not among them now is not the time to remain passive but to begin the fight back and remind customers and prospects why they should choose or stick with you.

Whilst perversely, businesses are often more of risk of failure in the period after recession as the upturn comes – reverting to bad habits and being in too big a rush to take on new business, whatever the cost – the key is not to rush to repeat the mistakes of the past but the successes.  If email marketing, for example, worked 18 months ago before it was kicked it into touch – why wouldn’t it today?