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In the old fable, the ant spent the warm months working, preparing for winter, while the grasshopper sang and danced in the sun. When winter came, the ant was fed and safe. The grasshopper was not.
It's an apt metaphor for marketing in tough times—those who kept working at visibility, reputation, and relationships are now reaping the rewards. Those who didn’t are scrambling.
Across New Zealand, business owners and the self-employed are feeling the squeeze. Some seem puzzled because there are people in their industry doing well, and others who are not, but luck has very little to do with it.
New business doesn’t just show up when times are tight (that only happens in boom times). If you didn’t invest in visibility before, trying to do it now, under urgency, won’t deliver instant miracles but it can help you survive.
If you can take action—now—you’ll set your business up to never fear feast or famine again. The key is a consistent, systemised approach to marketing. One that’s visible, active, and alive in your business, even when you’re busy.
Your website is your shopfront. It doesn’t need to win awards, but it must clearly communicate what you offer. Don’t make it hard. Ensure it’s easy to navigate, works on phones, and loads fast. Think clean, modern, and mobile-first.
Newsletters, direct mail, and social posts are the drumbeat of your brand, helping you stay front of mind because you show up regularly. Share useful insights, not just sales messages. Think education-first marketing—teach, guide, and help. People remember that.
Sharp images and simple calls to action (“Book now”, “Get a quote”, “Download the guide”) make it easier for people to act. Add video, white space, and clear headings. Use tracking to see what’s working. If you can personalise content based on previous visits, even better.
Not everyone buys today. A strong marketing system includes follow-up: a free guide, regular emails, or a reminder a few weeks later. Marketing is about relationships, not just transactions.
The ant wasn’t lucky; it was prepared. If your business is quiet now, that’s your opportunity. Lay foundations today—build the systems, the messages, the visibility. Then keep going, even when you're busy again. Next time things slow down, you won’t be scrambling. You’ll be reaping.
And the grasshopper? Let’s just say he’s trying to build a website in a panic.
