In lean economic times gaining marketing heft seems counterintuitive. It seems like time for belt tightening and budget trimming.
Not for Jenny Craig. She's getting fat.
In the Jan./Feb. issue of Inc. Magazine, Craig said while her competitors are hunkering down, she is spending a bit more on ads and finding it a huge competitive advantage.
For more on this see my March 2007 blog on marketing in a recession.
Takeaway: Are you trimming fat -- or your marketing muscle? How can you beat your competition head-on?
Phil Sasso
Phil Sasso's marketing tips on improving sales, advertising, public relations, promotions, and website / Internet marketing campaigns.
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About The Blogger
- Phil Sasso
- Phil is a business-to-business marketing columnist, speaker and consultant. He is founder and president of Sasso Marketing, Inc., a Chicago-area marketing communications firm.
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2 comments:
When doom and loom sets in...it becomes very difficult to convince folks to part with their money...therefore the Question: Is it wise to spend on advertising during a slow period? No it isn't unless you are selling food and giving away discount coupons.
I respectfully disagree. Not advertising in a downturn is foolish. What you're saying is you should sit around and wait for customers to FIND you. You need to advertise to create demand. You need to grab you competitors marketshare. You need drum up new customers. Or do you suggest just crossing your fingers and blindly hoping you don't go out of business?
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