We keep hearing it, “the economy has created a rough business situation out there”…I get it already!
I think that all companies have made sacrifices and have had to come up with creative coping methods, but why does this have to mean cutting the Marketing budget? This budget which gets coddled during good times is always the first to go. This makes no sense.
Let us first start out with the actual definition of Marketing:
The total of activities involved in the transfer of goods from the producer or seller to the consumer or buyer, including advertising, shipping, storing, and selling.
To me, this does not seem like an expense that should be trimmed. If anything, companies should pull from other areas to make sure there is enough of a marketing budget to make an impact.
I always encourage my clients to keep advertising through the hard times. You may have to work harder to make a sale or to gain qualified prospects but consider the alternative – NO NEW CLIENTS!
Yes, I work for a Printing / Direct Mail firm and I do tout the benefits of this type of media, but I am a fan of most types of advertising and I believe there is a place in the budget for many different strategies. By design, many different forms of advertising are seamless and work together beautifully.
I really find it amusing that the same CEO’s that cut the Marketing budget are the first to ask why they are not getting more new business. Call me crazy but I think there must be a connection!
Don’t Stop Marketing!
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