The prospect of a recession seems to have affected more and more dentists and laboratories this time than during our last recession. Many laboratories have noted that although their removable departments are remaining busy, their cosmetic and higher-end fixed work has declined. Some laboratory owners have reported no slow down at all in any department, while others have seen a slow down in work across all of their product lines.

When business slows down, many laboratory owners and managers look for ways to cut expenses. Unfortunately, two areas that usually receive major cuts are advertising and marketing. When I say cuts, I don’t mean in proportion to sales. I mean that laboratory owners stop advertising and marketing altogether.

While it is prudent and proper to cut some of your marketing and advertising expenses, to stop altogether is dangerous and will cost more in the long run. Advertising across the board, even in prime spots like Super Bowl TV commercials, is down. If you look at national trade journal advertising, you may notice that a few major companies, including dental laboratories, have reduced the number of ads placed, but they have not stopped advertising altogether. They recognize this would create a void that will eventually affect their sales and open the door for their competitors. If you want to maintain your sales in a slow economy, it is vital that you continue your marketing efforts.

Can we eliminate non-productive activities? Every marketing strategy has different elements or activities that feed off each other, producing results over time. Some activities produce better results than others. Eliminate those that are under-producing to free up funds for more profitable and productive areas.

What activity has produced the best results? Once this is defined, consider spending more in this area to produce more leads and sales to help off-set declining sales.

Instead of monthly mailings, consider every other month. If you eliminate all mailings, you will lose ground to your competition and you will lose your market presence. You may even want to reduce the cost of the materials you send out by moving to postcards or direct mail letters. The key here is to maintain your presence in your marketplace.

Reduce the cost of printed collateral sales materials. Modern printing technology now allows printed materials to be digitally produced, using On-Demand Printing, in lower quantities. While your per-piece cost will be a little higher, only print what you currently need. This eliminates an investment that might sit in your storeroom.

Use Web-based marketing tools. Web sites, once considered a luxury, are now a vital marketing tool and can supplement physical marketing materials. If you have a Web presence—and if not, why?—consider adding e-newsletters, e-brochures, or e-mail specials to your strategy. These tools are relatively inexpensive to send out and can be effective. If you use these “virtual” forms of marketing, make sure you use an opt-in and opt-out feature so your materials are not regarded as spam and an annoyance to the receiver.

Review seminar costs and look for fat areas to cut. If you provide CE seminars, make sure you review your expenses and cut or reduce your entertainment expenses. You might look for less expensive venues or hold seminars in your laboratory to help cut costs.

Marketing dollars spent during uncertain economic times are more productive than dollars spent during good times. This is because your marketing dollars will go further to produce results as your competition may have cut back on marketing exposures. Meanwhile, your marketing exposure will help make your company stand out in the minds of your potential dentist customers and solidify in the minds of your existing customers.

A steady marketing presence also projects that your company is stable, will be around for a long time, and exhibits successful strategies in a difficult and uncertain economic time—all positive elements dental practices look for when doing business with a laboratory.

Depending on the size of your laboratory, a well-thought-out marketing plan and professionally developed marketing materials will go a long way to help attract new customers. This can be accomplished on a reduced budget and still help keep your brand or name in front of potential customers.