Grim Marketing

OK, the economy, the stock market, and life as we know it, is going into the deep void of recession, faster day by day.

Like many companies, the first reaction is to cut expenses to the bone, whittle out dead wood, become either depressed or super/hyper aggressive and burn out.

Well, cutting out dead wood is always a good thing. Rules of thumb say that 80% of your accounts are from the result of 20% of your best account executives efforts. Time to get rid of, at least some of that non-preforming 80%...or at least move them into some other position.

Advertising and marketing budgets should and will come under review. However, gone are the days when some corporate heads expected $3-$5 in sales from every $1 in advertising. Did that expectation ever work?

You generally advertise:

To keep current market share, or increase market share with new customers.

Keep your brands out in front of peoples decision making buying power.

To introduce a new product or product improvement.

To stop 100% of advertising/marketing expense is to die!

Think, brainstorm, ask vendors for assistance or co-op funds, get creative and think outside the box. Evaluate current & past results vs expense, and do research. You'll cut costs and get more "bang for your buck".