Don't pull your ads during down times
Feb. 24, 2009

Is a recession the time to reduce your advertising and marketing budgets? Experts tell us "no."

Customers need your goods and services as much as you need their dollars. If you do cut, when the economy becomes healthier again, you'll be starting over, in effect. You'll be prospecting for new customers, which costs many times what it costs to maintain ties with existing clients.

Make sure you retain your quality, regardless of whether you deliver a good or a service. Don't do things on the cheap. Maintaining quality through hard times is a big way in which respected brand names - and companies - are developed.

Highlight what you do best in your messages to customers. Don't bash the competition. That's good advice in good times and bad. That will help you as much as it helps the customers, because it will reinforce to you the good that you are doing!

Tell customers how they can benefit by using your product or service. Again, that's good advice in good times or bad. Right now, it helps them to maintain some sense of control, in an economy where they otherwise don't feel in control.

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