If this recession has taught me anything it is the value of employees, colleagues, and friends who think outside the box. They believe, like I do, that businesses cannot survive the current
economic challenges by sticking their heads in the sand and doing
nothing. Maintaining the status quo is not the answer.

Instead, businesses must take advantage of the vacuum that now exists and market their services not only to the local market, but globally as well. As the economy starts to show signs of recovery, the window of
opportunity is beginning to close for those who choose the
forward-thinking strategy to aggressively seek out new customers and new
markets through targeted advertising, marketing, and public relations
campaigns.

Advertising during a bad economy clearly creates a competitive advantage by creating “Brand Assurance,” thus establishing confidence in your demographic by consistently being in the public eye. People don’t
stay loyal to products or companies based on the memory of
advertisements viewed months or years ago in rosier economic times.

With more than 20 years experience managing advertising, marketing and public relations for clients across the country, I’ve never been more convinced about what my business needs to do to compete locally and
nationally. Some of my clients, with the guidance of AJ Ross Creative
Media, have employed similar game plans that have reaped prodigious
results.

What to Look For Before You Choose

If you are looking for a firm to help you in your advertising, marketing, and public relations efforts, here are a few pointers:

1) Contact a number of prospective firms that have good reputations and have them provide you with their background, list of accomplishments, key personnel, etc.

2) Make sure the firm you select has experience and first-hand knowledge of your industry.

3) Have them show you some examples of their recent work. See if their ads, marketing materials are in step with your core beliefs, values, and goals.

4) Stay clear of the firm that spends more time showing you the ads and marketing pieces promoting their services and little with campaigns they conducted for their clients.

5) Sit down with the company’s principals or key staff prior to making a selection. The people you choose will have the future growth and prosperity of your business in their hands. You want a company that
has experienced writers, designers, and marketing professionals who have
the talent and imagination to take your company to the next step.

6) Select a firm that has broad and well-rounded experience in all aspects of advertising including web design, marketing, media placement and public relations. More times than not, a company has talent in one
area, but only dabbles in the others. That is a recipe for disaster.

These are just some of the things you should look for in an advertising, marketing, and public relations company. Hire the firm that best fits your needs and your budget so that you get your message out
ASAP that your business is alive, well and ready to grow. Good luck!

Allan Ross is President of AJ Ross Creative Media, a full-service global advertising, marketing and public relations agency celebrating their 20^th year in business located in Chester, NY. A former
NYC session musician, jingle writer and producer, Ross parlayed that
experience into the development of a full-service strategic marketing
agency. AJ Ross offers brand development, print, radio, and TV
advertising production, graphic design, website development, and public
relations. Some of AJ Ross’s accounts include Orange County Tourism,
Hudson Heritage Federal Credit Union, Finkelstein and Partners, Jacoby
and Meyers amongst others. To learn more about AJ Ross Creative Media,
visit www.ajross.com, call 800-723-4644, or email info@ajross.com.