When a sluggish economic period sets in, many businesses swiftly resort to playing safe, which commonly means scaling back or halting marketing initiatives. While this is a rational move in the short run, it can result in long-term damage that could be hard to repair when the economic tide turns. The rationale behind increasing marketing during a slow economy is essentially tied to the basic principles of supply and demand. When most businesses are pulling back, the marketplace becomes less crowded. A bad economy offers an invaluable opportunity for businesses to stand out and grab the attention of prospective consumers.
Boosting marketing efforts during challenging economic times can represent strength and stability while others are making cuts. Increasing marketing sends a robust message to current and prospective customers about the business’s stability in the industry. When the public hears about layoffs at well-known companies, it’s time to push down hard on the marketing gas pedal.
Periods of economic downturn often heighten consumer loyalty, with customers gravitating towards brands they know, trust, and perceive as safe choices. Plus, a slow economy allows businesses to experiment and innovate marketing strategies. During boom times, it’s easy to become complacent with strategies that work. But during a downturn, businesses often need to think more creatively about how to get through to potential customers. Innovative marketing initiatives can attract customers and give a competitive edge despite a slow economy.
While it may seem counter-intuitive, businesses should consider the benefits of upping their marketing ante during a slow economy. Such psychology often leads to seizing market share that remains when the economic slowdown ceases, and business begins to grow again, putting your organization at an advantage.
Simply increasing the budget isn’t enough. The trick lies in intelligent marketing and not just more marketing. Incorporating cost-effective methods, exploiting social media platforms, utilizing search engine optimization (SEO) techniques, and content marketing can lead to big wins. Balancing bold moves and wise decisions is vital, as well as taking calculated risks and ensuring every dollar spent turns into a savvy investment to bring in a substantial return, which can be a vital part of that survival package.
