Is there a silver lining in the recessionary cloud?

I don't see a silver lining in the stock market collapse, people losing their jobs or consumer fear and uncertainty. I do have a theory that the media and short-selling (likely by hedge funds) is fueling the underlying problems that are real.

I'm going to identify five potential silver linings that I see:

1. More clients are truly open to change and new thinking that at any point in the past; if there is a business case (read ROI) then it's on the table for discussion
2. More clients are putting in marketing dashboards instead of paying lip service to metrics and the need to read the undercurrents and "tell" signs of their marketing efforts
3. More clients are seeking real customer loyalty solutions often involving "trigger" marketing programs
4. Lead generation seems to be discussed as frequently as bailing out the big three in Detroit. Although not as frequently as the type of private jets being flown between Detroit and Washington or the $1 salary with $20,000,000 in stock options
5. Companies are seriously "listening" to consumers and customers for clues because the rising tide that may have generated sales growth is a full ebb tide now

Don't get me wrong. It isn't fun to come to meetings and hear some of the really tough stuff that clients are going through. Not at all. It is an opportunity to work harder and sharpen the tip of your marketing spear to make sure you are making every initiative and every dollar count.

Feel free to add any silver linings you see.

Jeff Fromm

jfromm@adamson-usa.com