When just about everything you see and read is about the country's current economic woes, a business owner's first reaction may be to cut back on marketing and advertising expenditures. But history has proven this is the wrong move.
McGraw-Hill Research analyzed 600 companies covering 16 different industries from 1980 through 1985. The results showed that business-to-business firms that maintained or increased their advertising expenditures during the 1981-1982 recession averaged significantly higher sales growth, both during the recession and for the following three years, than those that eliminated or decreased advertising. By 1985, sales of companies that were aggressive recession advertisers had risen 256% over those that didn’t keep up their advertising.
Advertising will keep your organization moving forward in tough times and excelling in good times. Being consistently visible in your market and presenting messages that are compelling to your target audience will keep your organization moving forward!
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