Yes, we’re serious.
It’s been said that cutting back on advertising during a recession is like stopping a clock to save time.
During the past 25 years, Baisden+Company has helped clients weather several “economic downturns.” This one certainly won’t be the last. And if there is anything we’ve learned it’s that dumping your marketing plan now is an effective way to kick the legs out from under your business.
Advertising is a long-term strategy. The effect is cumulative. The more familiar people become with your brand, the more comfortable they feel about it and the more likely they are to buy. Conversely, most people don’t like to do business with strangers. Do you?
Therefore, in good times and bad, maintaining brand recognition should be your first priority. The moment it stops, it begins to lose power immediately. And once you’re off the radar, it only makes it tougher…and costlier…to regain your sales traction when things turn around.
Fact is, advertising during a recession may actually give you a chance to dominate your market and seize market share, especially if your competitors have pulled back their advertising.
