Marketing and PR Guru Shares Tips for Branding on a Tight Budget

Patty Johnson says entering into a marketing program is not for the faint of heart. As President of Ron Sonntag Public Relations, Johnson has more than 25 years of experience. 

“Everyone is looking for a quick fix,” said Johnson. “When the economy is tight, people want to pull back on marketing but this is really the best time to get your name out there. When your competitors are pulling back, this is a great time to get your company known and get brand awareness, and kind of a head start.”

Johnson, a Muskego resident, graduated from Marquette University and has also worked as a public relations director of a hotel.

“There is no greater thrill than working with a company over a long period of time and knowing that you’re a part of their growth,” she said. “Frequency and consistency is the most important part of a marketing program. A lot of things work and a lot of things don’t work. To keep your name out there is absolutely paramount.”

Ron Sonntag Public Relations specializes in small-to-medium businesses that are trying to maximize their dollars. In addition, the firm works with prosthetics companies and publishes a national magazine for the physical disability audience.

Consistency is key with every plan or program, according to Johnson.

“To try one thing and never try it again, buy one ad, two ads, and say, ‘Well these didn’t work so I’m never going to do it again,’ – that doesn’t work,” she added. 

Johnson shared five tips for businesses to maintain a marketing and public relations presence, even during challenging economic times:

1. Have a public relations presence. Write a news release about your business once a month or once every two months. It’s basically free. You can write it yourself. If it’s something about a new product, or someone you’ve hired, you can get placement in the business section, and free publicity is cost effective.
2. If you have an interesting story about your company, call your newspaper or TV station. Public relations value is much greater than advertising value.
3. Use the Internet; make sure your website is up to date. If it makes sense for your business, consider having a Facebook page. It’s growing and growing. You can measure results right away. Facebook is virtually free.
4. Communicate with your current customers and prospects through an e-newsletter or newsletter, but be very targeted. Fifty to 70 percent of business comes from past customers. If you’re looking for repeat business it makes sense, and if you’re looking for new business it makes sense.
5. Some businesses require paid advertising. Instead of advertising in several vehicles, buying a billboard and three radio stations and three papers, pick one, and consistently buy the same section, whether it’s drive time on the radio, or a section in a newspaper. Keep branding your message and getting your message out there.

Johnson stressed that a down economy is not the time to cut marketing out of the budget.

“You can retract yourself right into being out of business, if you haven’t been out there maintaining your business presence,” she said.

Johnson and her team represent Callen Construction in Muskego, and the Milwaukee National Association of Remodelers Industry (NARI) home improvement council, which has 800 members that are small, medium and large home improvement companies. Special events include the Kettle Moraine Jazz Festival, and Holiday Folk Fair International, as well as The Taste of Colorado in downtown Denver.