It's Tough Out There: Marketing-Advertising During A Recession

To Whom it May Concern:

Right now times are hard. We are constantly reminded of our country's current economic turmoil everyday throughout various forms of media. Whether its on the news, on the radio, or even in the "dying" newspaper, we have been conditioned to believe and accept the negative perception of our social and individual economic status. Sure, profits are low, unemployment is at an all time high, national and local business have been forced to either downsize or shut their doors, and the realization that a large percentage of our nation was living way beyond their means and is now feeling the wrath.
A scary situation for business owners and potential consumers, right? If I were to survey business owners and ask them "what would be the first thing to cut in their business" in order to survive these economic times I guarantee that at least 7 out of 10 would answer without hesitating. Do you know what they would say? Well, let's play a little game I like to call "Role Play Scenario." Read and play along.


Sicklion- "Mr. Business Owner, costs and overhead are high and profits are lower than last year. What are you going to cut so your business is manageable to survive in this economy?"

Mr. Business Owner- "My advertising budget."

Sicklion- "Whoah Whoah Whoah...lets not jump to conclusions without at first weighing your options. Why do you think that it would a good idea for you to automatically cut your advertising budget? I know times are tough right now, but lets think about this."

Mr. Business Owner- "It's costing me too much money and I'm not receiving the response I want."

SIDE NOTE: A business owner should treat advertising/marketing as an INVESTMENT rather than an EXPENSE

Sicklion- " Well, I understand your concern, but instead of cutting your advertising/marketing budget completely why don't you reconsider your approach. You have to ask yourself if you are sending the right message and if you are targeting the right demographic.  Did you consider revamping your campaign?"

Mr. Business Owner- "Not really. I have been doing the same thing for years"

SIDE NOTE: Advertising/Marketing campaigns must constantly evolve to compete with the times. Mediums and Consumer habits are continuously changing.

Sicklion- " When a campaign gets stale, it is imperative that you switch it up, try new approaches, create new and exciting incentives to entice your target audience, and keep it consistent. The worst thing a business owner/advertiser can do during a recession is to remove themselves from their potential consumer's memory bank. Right now, consumer's are reluctant to purchase, but when times begin to turn around and they're ready to make those big buying decisions a business owner wants to pre-condition them to automatically think of them first."

SIDE NOTE: There is a reason why major companies such as Coca Cola and McDonald's have dramatically increased their advertising/marketing spending by nearly 30% during tough economic times. Also, according to marketingforecast.com "31% of business owners have experienced a negative effect by reducing or cutting their advertising/marketing budget during a recession."