When budgets are tight, don’t cut the “What,” change the “How”

Posted on December 4th, 2008 by | Filed under: Marketing in a Recession, Soap Box

We often hear we should keep up our marketing activity during a recession to maintain–even improve–our market position. The reality, however, is that leaving your marketing budget intact while making cuts elsewhere is easier said than done, and in most cases it’s just unrealistic.

While all cuts are painful, a cut in the marketing budget is often seen as temporary and therefore livable. But to completely stop marketing activity is to surrender market position to your competitors. Can’t afford to maintain previous budget levels? The savvy thing to do during a recession is to switch to highly economical tactics while maintaining your brand integrity.

Bottom line: If you have to cut back your marketing budget, don’t cut the “What,” change the “How.” We’re in a recession and budgets are thin. Lean, economical marketing tactics executed with your existing brand integrity will protect your market share.

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