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.
1. Get the basics right
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.
2. Communicate consistently
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.
3. Make your site do more work
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.
4. Build a lead nurture system
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.
Be like the ant — get prepared today
Whether you’re in a slow period or a busy one, now is always the right time to build lasting marketing foundations. Let’s put the systems in place so your business is never scrambling again.
Start a conversationCommon questions
Why do some businesses do well in a downturn while others struggle?
The businesses that hold up in slow times are usually the ones that invested in visibility, reputation, and relationships during the good times. Marketing compounds over time — a business with consistent content, an active Google presence, and a well-maintained website has built trust before the inquiry arrives. Those who only start when things go quiet are playing catch-up.
What is the most important thing a small business can do for its marketing right now?
Start with the basics: make sure your website clearly explains what you do, works well on mobile, and loads fast. Then build a rhythm — regular social content, a monthly email, and a Google Business Profile that’s kept up to date. Consistency matters more than any single campaign. Show up every month and you’ll be remembered when someone is ready to buy.
How long does it take for marketing to produce results?
Most marketing efforts take three to six months to show meaningful results. SEO and content marketing can take longer but produce the most durable returns. Paid advertising produces faster results but stops the moment you stop paying. A balanced approach — strong organic foundations supported by selective paid activity — gives you both speed and staying power.
What is a lead nurture system and does my business need one?
A lead nurture system is any process that keeps potential customers engaged between their first contact and their decision to buy. It might be as simple as a follow-up email sequence, a downloadable guide, or a monthly newsletter. Most small businesses need one because the majority of enquiries aren’t ready to buy immediately — staying in touch means you’re still top of mind when they are.
