Penny Wise?

Okay, I know that times are tough for many businesses. It's all over the news. Tough times are reflected in the bottom line. That said, far too many businesses -of all sizes - seem to think that belt tightening begins in the marketing and advertising departments.

I just don't get it. Economic times like this certainly do call for a realistic look at expenses. However, if you were to think of your business like a child that was ill, would you cut off that child's life line? Would you stop feeding the child? Advertising is the food that feeds your business. Granted, it may need to go on a diet and be feed in a more thoughtful and healthy way. Now is the time to grab marketshare while your competition is running the other way. Take a good, hard look at where you have successfully marketed your company in the past. Trim your budget if you must, but put your remaining dollars in areas that you know have worked for you in the past. Become the dominant player in that medium. Capture your market. The field is open and now is the time to grab market share.