Why advertise in a down economy?

Nobody likes the 'r' word.  But like it or not, we're in the middle of a recession.

The question is what do we do about it?

You want to cut costs but where?

For some the decision is easy, the first thing they cut is advertising.

But you're not so sure.

I can think of six solid reasons why you should advertise during a recession.  But, only if you are prepared to come out the other end as a market leader!

1. Advertising can help you gain market share.  Act now while weaker competitors are slashing ad budgets and waiting out the storm.

2. Your sales team needs help, now more than ever.  While existing customers are cutting orders, advertising is needed to identify new prospects.

3. Your prospects have short term memories.  What have you done for them today?  If a competitor continues to advertise, he is the one most likely to be called.

4. Consistent advertising will generate new prospects, which then generates sales.  You need to do something.

5. There is more to advertising than immediate sales.  It can be cost-effective way to keep in touch with your prospects, to let them know you are alive and well in spite of the slow-down.

6.  New conditions can create new opportunities.  The recession may be creating new prospects for your products or services and advertising will help you find them.