Over $4.00 a gallon for gas?
I lost how much in my 401(k) this past quarter?

Sound familiar?

The “R” word has been used sparingly in certain circles (read Washington D.C. circles) over the past 4-6 months, but I’ll say it now: R-E-C-E-S-S-I-O-N.

It doesn’t look good (and I don’t think we have bottomed out yet).

So what now for companies? Hunker down and slice and dice budgets to make it through? Sacrifice marketing initiatives for other budget line items?

One advertiser said it best:

“When times are good, you should advertise. When times are bad, you must advertise.”

When things are good, everyone advertises. You have to compete with everyone for marketshare and front of mind awareness. When times are bad, let them pull back. Don’t be a lemming; break away from the pack. Spend the same amount of money you had budgeted (or even more if you can) and monopolize the majority of the awareness. Become the category leader!

Want some more on this topic? Call us at Fluid (801-295-9820) to see how we can assist you get the most out of your marketing and advertising dollars!