Marketing is Muscle

When it comes to marketing your business you need to remember this:

Marketing is muscle, not fat. Be careful about cutting it.

Just as the savviest investors view down markets as a time to buy when everybody else is selling, the savviest marketers know recessions are great times to pick up market share. They understand that by maintaining their budgets (or even increasing them) they may not come out ahead during the down times, but they can pick up market share that will pay off in the long run. Marketing dollars in a recession are like oxygen on Mt. Everest-the less there is in the surrounding environment, the more valuable the amount you possess becomes. Cutting your marketing spending is a sure way to give ground to competitors who may be more aggressive during the downturn.

No matter how long an economic downturn clients and customers will still need to eat. They still need transportation. They still seek entertainment, clothing, vacations, chain saws, pet food, perfume, office supplies, computer servers, tractors, and machinery. As the market tightens up, the best positioned players will survive and thrive. Avoid the mistakes of no marketing and you’re more likely to be one that people come to for services and goods.

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