Many businesspeople are reluctant to invest in their marketing communications programs when economic times are tough.
But really smart advertisers recognize this is precisely the time when they can get an edge on their competitors.
Distilling decades of research on trends in market share among various business sectors, American Business Media (The Association of Business Information Companies) concluded:
“Advertising aggressively in a recession can not only boost sales and market shares, it can also:
open a lead on more timid competition
skillfully reposition a product to take advantage of new purchasing concerns
give the image of corporate stability within a chaotic business environment
give an advertiser the chance to dominate the advertising media.
Some advertisers have tripled — even quintupled — the sales advantage over their direct competitors!
Jamie Knudsen, Account Executive