Almost every sector of business is being affected by the recession – but some companies seem to be impervious and are going from strength to strength.

One business defying the economic downturn is regional digitally-led marketing agency, The Energy Cell. They have been working with local and international clients for nearly 10 years, and when many in their industry are failing, instead of quieting down, they are busier than ever. So, what’s their secret?

“With marketing budgets being cut and even more pressure to succeed, businesses are looking to us deliver great results within a lower budget, they know they can trust us to make it happen.” says Neil Wakefield, The Energy Cell’s Managing Director. “Our team has got everything they need; the creativity, the knowhow and the technical expertise – but without the larger agency price tag. It’s true that new business is harder to win in the current climate, but customers don’t just disappear. As we have proved, people and businesses are still buying goods and services, only now, more than ever, they’re shopping around for better deals.”

Another reason The Energy Cell might also be doing so well in the economic downturn is because they are constantly reinforcing the relationships they already have. They stress that it’s important to get new business, but never at the expense of existing customers who are paying the bills.

The secret to succeeding in 2009 might be as simple as making sure your customers feel valued. This might be easier said than done with limited resources but it’s definitely not impossible, as Rowan Turner, their Head of Client Services explains. “Whether you’re sending out direct mail or trying to engage with your customers online, it’s important to deliver the right message in the best possible way, so as to make every penny count. Nobody can afford to lose customers, especially now. And with all your competitors in the same boat, they’ll be stepping things up to try and win business from you. And it’s no different for us, our rivals would love our clients, but we offer such service and enthusiasm, they stick with us – many of our clients have been with us since the start.”

However, it’s not just The Energy Cell’s approach to their own business that has seen them succeed – they’ve got some great advice for their clients too. They absolutely believe that by being smarter and thinking differently, it is possible for any business to not just survive in the economic downturn, but to actually grow and break into new markets. Success right now could be down to adaptability.

“It’s a great time for brands and businesses to reflect,” says Dave Whitehead, The Energy Cell’s Head of Design. “Whoever you’re communicating with, it’s important to re-evaluate your products and services, your competitors and your strategy – customers are acting differently now, so businesses must too. It’s simple things like making better use of online activity and making your messaging stronger and more appropriate – and you don’t need a huge budget to do it, just the foresight to try.”

The rest of the year will undoubtedly be tough for many businesses, but some experts claim simply battening down the hatches will do little to help weather the storm. It is predicted that some cut backs will only help companies to miss new opportunities.

Desperate situations call for brave actions, and this is the perfect time to shake things up a little. New opportunities may present themselves from the most unexpected sources – so, maybe it’s time to try something different.
Some claim the recession will last another year, some claim longer and those who are really honest are admitting the truth – there’s just no way of knowing. So, with uncharted waters ahead and seemingly very little to look forward to, there may just be two options for survival. Keep your head low and hope it passes quickly, or make a stand and see what happens.

Fight or flight – the basic survival instinct that could separate the success stories from the victims of this recession.