I feel like I'm beating the same drum over and over but it's like we say in the radio business -- frequency is energy.
Here are ten tips for you who are still doing business in a tough economy as it relates to advertising from another advertising expert:
(1) Your advertising voice is multiplied. As some will no doubt cut back, your voice is amplified.
(2) The closing of scores of national retailers makes it easier for the local retailer's voice to be heard
(3) Cutting advertising is like amputating in order to get rid of an itch or like saying you're going to quit selling because they'll probably say no anyhow. When the # of incoming customers decreases, this isn't the right time to stop inviting them back.
(4) Don't cut your air supply. Advertising helped you get where you are right now -- don't stop now. The reason you have customers is that someone heard your message. And you're going to abandon that?
(5) When you stop advertising, your best customers become someone else's prospects. People go where they are invited. Your competitors are inviting your customers.
(6) Your customers will have more confidence that you are THERE. We have confidence in the post office and the fire department because t they are there.
(7) Consumers don't stop buying; they're just more choosey and looking for value.
(8) You know what consumers are looking or. Super sizing, good value works better than ever now. Give them a reason to come see you.
(9) Look at adding online tools to your campaign to give you an extra touch. Offer coupons or other incentives
(10) Think of what advertising says to your employees -- confidence.
Emperical evidence, again, points to every single case where advertisers either maintained or increased their advertising during a recession not only profited from that decision short term but also grew market share in the long term.
What do you want to do? Your decisions will affect your business now and down the road.