7 days until unemployment

it is currently 2:05 PM on thursday, september 5th, 2013. I am precisely seven days away from unemployment - which is a really weird place to be. most people, I would think, "suddenly" find themselves unemployed, don't they? they don't have weeks to contemplate it like I've had. In fact, I found out about my soon-to-be-unemployed-status 11 days ago.

this will be a first-time adventure as an unemployed person. yay! I can't wait! it will NOT , however, be my first time being laid off.

I was laid off in 2009 when I worked for CLEAN AGNECY, a boutique marketing/PR firm more focused on packaging design than marketing or PR. based in Pasadena, I lived in Tujunga and served as their Integrated Public Relations manager. but in this lay-off scenario I was let go with clients.

yeah, ha, they actually GAVE me clients and sent me packing. which was pretty rad because after setting up a website, joining a couple networking groups, and going on a couple new business meetings, I was pulling down $90K+ a year (on average). Not exactly starving.

so 11 days ago one of my bosses calls me into his office and shuts the door. that's never a good sign.
he basically lays it out for me - what I've seen coming since returning from maternity leave - "they don't have enough work for me" and effectively, can't afford to keep me on staff.

what do you mean "don't have enough work for me?" I've been the one creating the work since I got here. I come up with the marketing plan every year. I come up with the budget. the promotions, the partnerships, decide where to place our ads, how to grow into foreign markets, etc.

ok. no biggie. but here's a word of advice from the pros - "when the going gets tough, the tough get going." meaning: when sales are down, or the market is down, guess what your competition is doing? they're thinking about scaling back too. all the more reason to ramp up and take advantage of opportunities that you're leaving wide open for the competition.

during the Great Depression, many businesses were struggling and failing and most were cutting back on marketing and advertising. ultimately, those who succeeded and gained market share were companies that did not make marketing cuts, like Proctor and Gamble. in fact, P&G went even further with their advertising and increased the marketing budget by sponsoring “soap operas” on the radio.

So here's a Top 5 List of marketing don't in a down economy:

1.) don't ignore the importance of sales strategy. when your sales/marketing manager comes to you with a sales forecasting document that you've never instituted in the history of your business - implement it - RIGHT AWAY!
2.) don't cut your advertising/marketing budget - increase it
3.) don't concentrate on what "pleases" your customers, tap into your customers' worries and frustrations
4.) don't treat your customers like nuisances - they're usually your #1 source of referrals and revenue!
5.) don't assume business as usual. revisit your budget/marketing plan and make adjustments where necessary

and finally...at risk of sounding like an asshole to prospective employers...don't insult your marketing professional that you're about to lay off by asking them to outline a "how-to" guide to the marketing tools they've been using to stimulate your growth over the last 9 months to 20 years. Because if think you can't afford them...what you can't afford is to let them go.