“The man who stops advertising to save money is like the man who stops the clock to save time.” / Thomas Jefferson, third president of the United States, 1801-1809
Do you stop the clock when you are running out of time? Of course not! However, many businesses and organizations stop advertising, as they think they cannot afford it any longer.
How come that many businesses are able to advertise big time when everything goes well and they are in a good financial position? Once business slows down and they make less profit, the budget for marketing and advertising is cut. But shouldn’t you expand the marketing budget at this time?
Once the economy slows down, many businesses – big and small – cut their advertising. That means if you advertise now, you will be recognized much easier, as the advertising landscape is not as crowded. The chance of people actually noticing your advertising efforts increases. Maybe you are lucky being the only business in your industry showing consumers that you are there.
If you hide once your sales go down, your customers will not recognize you anymore and your sales will keep on going down. When your competitors hide is the perfect time for you to advertise and show that you are there for the consumers.