From ‘Dummies Guide: Learn from past mistakes by following 10 rules for the recession’ by Kate Mills in BRW April 9-15, 2009:
Number 6 rule:
“Don’t cut advertising expenditure!”
To get the best win from marketing expenditure, it is worth swimming against the tide. Smart organisations should consider a counter cyclical approach to marketing.When sales are low, ramp up spending to show that the company is still active in the market and to take advantage of any competitor weakness. Unfortunately few organisations take this approach, preferring to fork out money when they have it then pulling back when they don’t.”
Let’s ramp up the marketing!