Now you make ask yourself the question. Why, during a slump, would Holiday Inn Express spend more $$.
Steve Ekdahl, director of brand marketing for Holiday Inn Express, says, "While other hotel brands are pulling back, it presents an advantage to us and affords us the opportunity to talk to our target in a less cluttered environment." emphasis mine.
Every piece of research shows those companies who either maintian or increase their advertising expenditures in an economic downturn not only capture more of the leads in the market now but advance their future market share.
I've written about this in previous blogs and will be happy to send anyone the quantified research from independent research firms if you need to see the independent documentation.
These principles are usable on both the national and local level.
Keep your head and don't let fear dominate you and you'll reap the rewards both now and in the future.
Most of you can say the Holiday Inn Express punch line: "No, but I did stay at a Holiday Inn Express last night."
That's because Holiday Inn Express gets it.
Your brand is your business. How are people remembering you right now?
If your answer is nebulous, I can help.