It isn't the waltz, the Hustle, or even the Macarena, but the "marketing shuffle" IS a dance — a dance that has you jumping from spend to don't spend, and spend to don't spend again.

It's no fun. And although we agree that the current economic climate calls for prudence, you MUST stay visible. Hiding doesn't help sales. And annoying customers with overly frequent sales calls won't help either. So here's what you can do:

1. Re-engineer your value proposition. Your product or service has value — so define it. Does that value still speak to people's needs now? If not, how could it? In a recession, customers have been known to postpone purchases and live with less. Extra features of yesterday become those they can now live without. But proven, trusted goods and services become especially valued. Uncertain customers need the reassurance of known brands. If you take time to discover and articulate your value effectively, you can even launch new products and services successfully. Interest in new brands and categories is possible IF you address value.

2. Speak Louder. We know that your gut — and maybe your CFO — might tell you to "lay low on marketing." But if you want to be a leader, don't listen. While your competitors are cutting back, they are also fading into the background.
      On his Marketing Know: How blog, Harvard Business School professor John Quelch implores "This is not the time to cut advertising — it is well documented that brands that increase advertising during a recession, when competitors are cutting back, can improve market share and return on investment at lower cost than during good economic times."

3. Bundle products for greater value. If you have a new product or service that addresses the new consumer reality, launch it alone or bundle it with a proven product or service. You don't necessarily need to cut your price, but you may have to give more or extend payment. Customers will be shopping for the best deal and will appreciate choices. Sales gimmicks aren't going to work as well now. Value, reliability, safety and performance will.

4. Create an entrepreneurial spirit in your company. Your people are concerned about the economy, so talk about it. Call a meeting and ask for ideas of how you can do with less, accomplish new things or network more effectively to bring in sales. And include everyone, not just your salespeople. Innovation will win every time.

5. Emphasize core values internally and externally. Let your employees know you've survived hard times before, encourage maintaining quality rather than corner-cutting and have them service existing customers rather than try to be all things to all people. Let your customers know that you value their business now, as always.

Marketing guru Seth Godin characterizes the bad economy as the opportunity of a lifetime — great news for anyone hoping to grow or move into a leadership position. Change, he says, and the fortunes that are won from it, are almost always made during the down part of the cycle — it's the time when real value can be developed, discovered and have resonance with audiences. And we couldn't agree more.