Smarter marketing is topic for First Friday Forum talk

Better start marketing smarter.

In this economy, don't even think about stopping marketing, warned Tom Blue, a Glen Allen business consultant and author.

Blue will speak at the Retail Merchants Association's First Friday Forum on Friday.

Don't think about marketing "blindly harder" either, he said. Some companies canvass the universe with every offer and promotion they can think of.

Instead, they should refocus their marketing budget on their greatest strategic priorities -- the company's biggest money makers, he said.

Blue, whose company is called Marketing Revisited, will discuss the topic, "5 Steps Every Retailer Should Take to Succeed in 2009."

The breakfast event will be held at the Crowne Plaza Richmond West hotel, 6531 W. Broad St., from 7:45 a.m. to 9:15 a.m. The cost is $25 for members, $30 for nonmembers. Parking is free.

Those who wish to attend can register online at http://www.retailmerchants.com. Reach the Retail Merchants Association in Richmond at (804) 662-5500.

The forum is expected to attract smallto medium-size retail companies and suppliers.

"At the end of this, I hope they'll come out with permission to cut the marketing budget -- but in certain areas," Blue said.

-- Iris Taylor