Like clockwork, when talks of economic resession surface, then discussions begin on shrinking marketing efforts. It is time to dispell the urban legend about marketing budgets and economic elasticity.
If you knew many of your competitors were going to spend less time and effort getting their message out, would you consider it to be a good time to retreat with them? If you were running a marathon and the crowded pack of runners lessen the effort to pace themselves, your best move is to kick it up a notch and move forward - potentially positioning yourself out front.
In running the marathon, every move must be strategic so that no effort is wasted and you position yourself for the best finish. Marketing is no different. Smart efforts, best methods and a strong support team that has weathered the course will produce winning results. If you want to perform like a champion, look at what the marketing champions do during economic downturns.
You won't find the word recession in a glossary of marketing terms. You won't hear many champions talking about a successful strategy for retreat. Marketing - now is the time.
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