Economic times are difficult - or so the press keeps repeating. Many of the small business owners I know, however, have been saying that business is steady. Just the fluff and the inquiries that never amount to anything have dropped off. For them, this is a good thing - it means that they have an easier time focusing on the customers and prospects that really want to do something and that really will spend money with them.
But that drumbeat from the news is still in the background, and your gut reaction as a business owner may be to cut back and conserve cash. I say cut back if you must - just don't cut your marketing budget. Why not? Well, because everyone else is!
Marketing is about reaching the people who will want your product or service with some level of frequency. It means cutting through the clutter and getting their attention. And if everyone else is cutting back on marketing, it means there is less clutter for you to cut through. Media and marketing services are more negotiable in tough times, so you can get more for your money.
So there it is in a nutshell: cut back where you have to. Cut off the fat. Pare down the fluff. But keep your marketing budget - marketing is the meat that drives your business and there is no time like a down-time to spend at a steady rate and get more for your investment.
Let me know what you think!