When Times Get Tough... or When to Really Advertise

The Pundits say the economy is slowly, but surely, recovering. Maybe not at the rate of the mid-90s stock boom, but recovering nonetheless.

It must be true, because ad agencies are running Help Wanted ads. So, ad budgets are getting bigger. Tsk tsk. They have been missing out. Actually, for maverick thinkers like you, that should be good news.

When the Pundits say, "Times are getting tougher," usually the first thing to get axed in business are ad and marketing budgets. This makes nearly no sense. But, to your competition, you should say, "Tighten that belt another couple of notches!"

Because that's when you go for the kill.

So-called "tough economic times" should be a boon to your marketing. It's then that your competition will pull back their advertising efforts. And you should increase yours. Your competition is purposely weakening its position. It is the perfect time to fortify yours.

Since most others are cutting back on their ad spending, media becomes more negotiable, if not altogether cheaper. Your messaging can become more visible with less clutter.

Your message also needn't be more hard-sell in this type of environment. Traditional notion dictates hard sell is the way to go. But proper strategy, creatively executed, will nearly always win over a hard sell approach. Creative ads always get noticed, and often garner free publicity.

Of course, you don't want to confuse "Bad Taste" with "Creative." If you have the proper strategy, that shouldn't be much of a concern. If you are presented ad concepts that bother you on a deeper level (more than the placement and size of your logo or other such trifles), maybe it's time to address the strategy as much as the concepts.

The big payoff really comes when bad economic times rebound into good. When people have more money to spend, your business will have a higher, better mind share than the folks who chose not to advertise. Higher mind share leads to higher market share when the public starts buying again.

There's the story of a brand of peanut butter that, due to government-mandated conversion of its factory for the effort during World War II, was not even commercially available. Yet, the brand was consistently advertised. When the war was over, guess which brand had higher market share?

And it's in this atmosphere of free spending that market share is hardest to hold onto. More dollars to throw around, more choices, the market gets diluted. Why not go into that phase the leader, or the biggest gainer?

So, when your competition rolls back their ad spending, pump yours up. You stand only to benefit from the less-competitive atmosphere. Still a little unsure? Then set up a dollar cost averaging system for marketing. Spend the same amount every week, every month, every quarter. You might be surprised you get more results in "down turned" markets.

Marketing is everything. If it weren't, your company would only subsist on word of mouth and chance.~

Republishing part of or entire article, in all forms, is welcomed, as long as author bio info is printed and proper authorship credit is given. As a courtesy, please send author a complimentary copy.

John is a freelance commercial writer based in Omaha, Nebraska. He publishes a free monthly e-zine focusing on branding, advertising, and marketing from his web site http://www.brandedbetter.com. Speaking with both agency and in- house experience, he knows the most valuable asset of a business is its brand.

In The News:

5 Reasons You Need a Digital Advertising Agency  JumpFly PPC Advertising News
The sounds of advertising  ETBrandEquity.com

Ten Secrets for Getting FREE Advertising

The opportunities for getting free advertising for yourproduct or services... Read More

Imaging Isnt Everything

Many home improvement contractors attempt to use advertising to expand... Read More

Business Plan Appeal ? Five Rules For Writing Attention Grabbing Headlines

The success of a business plan stands or falls on... Read More

Too Much Build-Up: Over-Zealous Ad Copy Can Break The Sale

How many times has this happened to you?A friend recommends... Read More

Add More Pizzazz To Your Ad For More Profits

I recently completed a Marketing Makeover for an Ad that... Read More

Do Your Business Cards Say Who You REALLY Are?

Here are a couple of tips for creating an eye... Read More

When Advertising Wears Out

One of the challenges facing marketers is determining the most... Read More

Create A Killer Brochure: 9 Steps to the Perfect Piece

If you are creating a brochure, make sure you follow... Read More

Understanding The Basics Of Advertising

I get the L.A. Times delivered to my door every... Read More

Advertising Primer for Fast Learners

Advertising, when done well is a very effective way to... Read More

Advertising In The Local Press

There are three main reasons why I would hesitate when... Read More

Become a Storyteller Not an Advertiser and Watch Your Traffic Increase

When you read the newspaper, do you read advertisements as... Read More

Successful Print Advertising Designs

Do you often see print advertisements outdoors, as much as... Read More

Direct Mail Rules of Thumb

First and foremost - You should identify your target market.... Read More

Testimonials Convert Prospects Into Buyers

Big businesses get instant credibility with their well-known company name... Read More

Secrets And Top-Tips Of Mail Order Advertising

Good Advertising creates more production, thus greater consumption, faster turnover... Read More

4 Ways to Double the Power of Your Business Cards

Sure, everyone needs business cards. But why not make your... Read More

Good Design Makes Good Sense

Organized your pencils and pens lately? Sorted your clothes into... Read More

Testing Headlines

A correspondent to AdBriefing, my monthly newsletter, has posed a... Read More

Internet Advertising: How To Use The Golden Rule To Enrich Yourself.

What is the golden rule of internet advertising?Give, so you... Read More

What Is Most Important ? Copy Or Pic?

When, some little time ago now, I first descended upon... Read More

Creating a Winning Logo

Creating a logo to get you noticed.When you're branding a... Read More

Electronic Reader Board

Electronic reader boards are the most efficient way to convey... Read More

Marketing Tips For Small Business ? Advertising That Works, Part I

Have you ever seen an ad on television that was... Read More

Advertising Agency In Boston: Tips and Tricks

The big news on Wall Street last year was the... Read More