“When the economy gets tough, the tough get marketing.” As we all know, the economy is going through troubling times. Every day brings depressing stories about corporate earnings, unemployment, bankruptcies, and lack of consumer confidence. As the bad news piles up, agencies seek and look for ways to cut costs and expenses. Marketing often is one of the first places targeted for such reductions. After all, isn't marketing in bad times similar to selling ice cubes at the North Pole?
No. As one expert advises, nothing could be further from the truth.
“One of the worst mistakes a company can make is reducing or even suspending their marketing efforts during bad economic times,” said Laurie Donohue, vice president of I-Marketing Management, a Marlborough, N.H., marketing firm specializing in insurance agents. “This is when it is more important than ever to get your brand out in front of the public.”
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