JULY 2009

5 Ways to Retain, Motivate and Get More From Your Marketing Team During the Recession

During this economic downturn, trade show managers are facing a double-edged sword…at the same time show floors are getting smaller and less crowded, low employee morale threatens to make matters even worse. Managers who believed that their employees would work harder, out of sheer gratitude for having a job, have come to realize that may not be the case. In fact, research suggests that during a recession, absenteeism and costs increase, productivity, profits and customer service decrease and employees report lower levels of motivation and engagement. So what should you be doing to retain employees and keep morale high?

1. Ask employees for valuable marketing feedback. A team approach will help fight the recession’s impact. And to have a team approach, you need buy-in from your employees. This means you’ve got to engage them on a whole new level. Ask your staff to define your event’s positioning, competitive advantage, goals, etc. Ask them what opportunities they see for improving performance and surviving the downturn. Ensure everyone on the team is heard and that everyone understands and is committed to the same goals.

2. Make employee recognition a priority. A simple ‘thank you’ or small reward can do wonders to elevate mood, ignite morale and engage employees. When the rewards are tied to your marketing (or sales) goals, it reinforces positive behavior. Managers that figure this out will reap rewards in the near term and will be in a stronger position when the economy rebounds.

3. Present your top performers with new opportunities. Trust them with new responsibilities, allow them to attend a professional conference or seminar, invite them to sit in on an important meeting, or provide any type of opportunity that gives them a fresh challenge or chance to learn something new.

4. Communicate. If your staff doesn’t get news from you, the gossip mill can take over, raising anxiety. Openly discuss your event’s performance, challenges, opportunities and potential new marketing strategies to keep your employees informed and allay their fears about job security.

5. Lead by example. If your employees have to work overtime to handle an increasing workload due to cutbacks, support them. Use common sense, remembering that you’re under more scrutiny as a leader now than ever before. And if you come into work with a "victim to the down economy" attitude, know that your team will pick it up.

The steps above will help managers lift their team out of the recessionary rut, having an immediate impact on productivity and morale. Communication, recognition and strong leadership will reengage employees, galvanizing them around key goals and putting your company or association back on track to greater productivity.