Many small to mid-sized companies immediately cut their advertising budget during difficult economic times. Business owners often feel they can not afford to advertise while in a recession, and believe they will save money by eliminating that expense.
Advertising in a slow economy is extremely advantageous. Marketing campaigns produced during a recession have a stronger Return On Investment (ROI). Your ROI is a measurement of how profitable your investment is - so when you spend money to market your business, and gain increased profits and a higher market share in return over a period of time (taking into account initial outlays), you've earned a positive Return on your Investment. People receive less mail in a slow economy, so your direct mail advertising will produce a higher rate of return. Less clutter in the mailbox means your message will be noticed even more. When times are "good", every company is faced with more competition for their customers' attention. A recession can actually provide your business an "opportunity" - advertising without competition.
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