When advertising or marketing during an economic downturn, it’s not the time to go into hibernation, it’s the time to produce more effective advertising and marketing messages, target your customers and pull away from your competition. It’s like a stock car race, the best time to pass the other cars that are in the race is to do so during the turn, where, when handled correctly, you can gain the momentum you need to push yourself to the head of the pack. Go after new business during these years, but, as mentioned, do so with an effective and efficient marketing campaign that targets those who are most likely to utilize your product or service. What you will find is that after the economic upturn, you will have retained all of your best customers that went into hibernation, you will have increased profit margins from those customers that do the majority of your business and you will have increased the number of customers with which you actually do business in response to your increased advertising and marketing messages. By being aggressive and proactive during an adverse economic marketplace, you will have taken a great step in establishing your business as one of the forerunners in your respective industry. While other businesses were remaining stagnant, your business has become more efficient, and therefore, has moved forward in the face of economic adversity.

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