Why Advertise in a Down Economy?
To some, advertising in a down economy may seem like a waste of money. Akin to throwing marketing dollars into a black hole from which the investment can never return. Nothing could be farther from the truth.
As companies of all sizes and industries are struggling with the reality of low sales and decreased market share, the door of opportunity swings open… and swings open widely. Those companies who have maintained shrewd, cost-effective marketing and advertising programs, even in tougher times… are, quite literally, off to a running start. Their marketing momentum has been maintained, and –in a now less cluttered playing-field—their brand has its greatest potential for impact. (Imagine waiting for the other horses to reach the ½ mile mark before leaving the starting gate! You can never recapture the advantage that was ripe for the taking.)
