Recession and economic downturn? This is a marketing opportunity! In such unsure times the natural reaction is to make further controls on costs. And if you’re looking at cutting variables, you’re most likely looking at the easiest thing to slash – marketing. If you do decide to make marketing the casualty of choice, you’re ignoring the considerable bank of evidence from past downturns: those who maintain their “share of voice” during a recession are far more likely to come out on top when growth picks up.
You may have a board to convince of this argument, or you may just want to convince yourself. But before you cut marketing, prove its worth by taking at least some of these steps: