The news media loves to dump economic doom and gloom on us daily. As we sweat through what may be later known as the recession of 2008, it’s important to keep in mind the opportunity that’s present at this point in time.
Opportunity? I’ll bet that every bone in your body is telling you that the current economy provides anything but. Luckily, there is over 80 years of well-documented research on the critical question of marketing during a recession that can help guide you and your company through these tricky times.
Cycle after cycle since 1923, many big brains have examined the periodic evidence and reached the same conclusion: companies that invest in marketing during a down economy come out ahead. Whether it’s sales, profits, market share, return on capital or total market value, those that spend (or invest) in advertising end up better than the cutters. » Read the rest of this entry «