Advertising in a down economy

Many people are saying that the recession is over. If it is, not many businesses have felt the economic improvement yet.

During a downturn in our economy businesses look for cost-cutting solutions, and many cut their advertising first. This may seem like a quick and simple fix, right?

Wrong. When times are good, you should advertise. When times are bad, you must!

What you sacrifice now, you will pay for later. Cutting your advertising budget is only a short-term fix that will negatively impact you further down the line.

Companies that are brave enough to stay in the fight when everybody is playing it safe can bring about a dramatic change in their market position. By keeping or increasing advertising, you can improve your market share and return on investment at a lower cost during good economic times.

We don't want you to be left behind.

There has never a better time to take control of market share than now. It has been proven over the years that keeping a consistent marketing strategy can and will put you ahead of your competitors.

WK Kellogg continued marketing his cereals during the Great Depression while all his competitors were cutting their budgets. By doing so, he pulled ahead in sales, distinguishing himself from the previous industry leader (Post Cereals), which has been a change that has never been reversed.

Advertising is a investment, not an expense.

The best strategy for coping with an economic downturn is balance of spending for long-term consumer motivation, plus promotions to boost short-term sales. Consumers need to see and hear your brand for your business to grow. 85% of people will make a point of telling other people about a product or service that impresses them. The fact that they pass on messages and influence others multiplies your message and makes your money work harder by building a loyal consumer base.

There are new effective marketing strategies with the ability to track results so you aren't blindly spending any more. It doesn't take a large advertising budget to make a difference.