What message are you sending to your customers? The wrong message could be no message at all. In this economy, “Out of Sight – Out of Business” rings oh so true. If your previous customers haven't heard from you in awhile, they will presume you've closed up shop and look to your competitor for the products or services they used to receive from you.
It's not a secret; you know you can't afford not to advertise. Every business has different advertising needs, and what works for one client might not work for another. Put my experience working with small businesses across the Middle Peninsula to work for you helping you determine which course to take.
What Do the Big Boys Do?
According to an article written a few years ago in Business Week, Dartmouth University's Amos Tuck School of Business marketing professor, Kevin Lane Keller warns that, "People who starve their brands now will be paying for it in the future." He was speaking of the big mistake that company's make when they cut their advertising budgets to save money during tough economic times.
The Great Depression turned out to be an economic boon for companies who practiced aggressive marketing when their rivals cut back. Because they kept their name out in front through those lean times, they repositioned themselves in their markets. Three major examples can be found in these companies:
Proctor and Gamble — This company's philosophy is to not reduce advertising budgets during times of recession, and by doing so P&G has made progress in every one of the major recessions during its existence.
Camel Cigarettes — In 1920 Camel was the top selling tobacco product until American Tobacco Company produced the Lucky Strike and overtook Camel in 1929. Two years later Camel was overtaken by the Chesterfield brand as well – right in the middle of The Depression. Camel countered with a massive increase in its advertising spending and by 1935 had reclaimed its position in the industry despite the economic depression.
Chevrolet — In the years before The Depression, Ford was outselling Chevrolet by a 10 to 1 margin. When The Depression hit, Chevy continued to expand its advertising budget and by 1931 the “Chevy 6” took the lead in its field.
Now It's Your Turn
When tough economic times occur, one of the first mistakes businesses make is to cut their advertising budgets.
That means your competition is not advertising, and that gives you a huge advantage.
Businesses that jump in to fill that void are seeing their business grow despite the economy.
You can't afford not to advertise!
I'll help make advertising for your business Easy, Effective and Affordable!
