Marketing & Advertising during a recession

The first thing usually eliminated by many businesses in times of a recession is their advertising. This is absolutely the last thing any company should do.

"The business that considers itself immune to the necessity for advertising sooner or later finds itself immune to business."
- Derby Brown.

This is a great quote. I see so many companies falter, remain stagnant, or fail because they think that their products or services are strong enough to carry them through. The result becomes obvious, and often too late. They become "immune to business".

There's an old saying; "Out of sight, out of mind". When a company curtails it's advertising, it is playing into the hands of the competition. Companies that stay aggressive, usually find more cost-effective methods to achieve the same results.

During a recession marketing costs become cheaper, and what's most important, there's less competition. It has been proven time after time that companies who continue with their marketing and advertising budgets have even shown moderate growth during such times.

The smart approach in tough times might be to scale back, but not so much as to eliminate your visibility. Re-evaluate your marketing plan and see what works and what doesn't. Most importantly, stay visible and be consistent. With the technologies available today, there are so many opportunities, most companies have barely scratched the surface.