We’ve had a few questions recently about cutting marketing budget in advance of a projected recession. The best strategy is to market through a recession, versus turning the spigot on and off based on market conditions. It would be nice if marketing worked with a pause button that we could hit and then resume right where we left off when things are more stable. But that’s not how it works.

You may have heard the famous quote from Henry Ford, “Stopping advertising to save money is like stopping your watch to save time.” 

Analysis of past recessions show that 75% of recessions end within a year. Reductions in spending are generally short lived and result in nominal savings. While it is important to think through short term savings, it’s almost always more important to keep filling the funnel and keep the pipeline flowing. It takes time and is costly to restart relationships, regain SEO rankings and build momentum from zero in other areas.

If you keep the lights on when others go dark there is less noise and you have an opportunity to be a louder voice in the room. Brands also project strength and stability if they maintain their voice during tough times. 

Data from past recessions show that companies that have maintained or increased their marketing budgets came out stronger on the other side. A McGraw Hill study showed that companies that decided to market aggressively during the slowdown had sales 256% higher than those that stopped. 

In order to maintain market share and remain top of mind here are just a few things that you should consider as you review your marketing strategy and budget:

• Increase, retain or reallocate your marketing spend versus reduce or stop
• Review data and invest in the highest performing marketing channels
• Take care of your customers – focus on customer experience and maintaining and growing existing customers
• Stay relevant by sharing value based content 
• Double down on SEO and other long term strategies that take time to build – those that abandon those programs now will be behind later

Don’t hit the panic button and don’t let your silence leave room in the mind of your target market for the competitor to fill. Be strong and be smart, focus on the long term and you can navigate the downturn into an opportunity!

Debbie is co-founder, chief of customer success at Buzzy Rocket and yellow lab lover. From LA to London, she is well known as an expert in creating that certain elusive magic that drives explosive growth at the intersection of companies, customers and mobile. She has proven strategic vision, and isn’t afraid to get in the trenches. In fact, she’s been doing this at companies big and small for 25+ years. Her background includes executive level positions at both public companies and startups where she has proven over and over again that her passion, drive and results oriented perspective get it done. She is tenacious, loves the game changer and loves to win.

Debbie is co-founder, chief of customer success at Buzzy Rocket and yellow lab lover. From LA to London, she is well known as an expert in creating that certain elusive magic that drives explosive growth at the intersection of companies, customers and mobile. She has proven strategic vision, and isn’t afraid to get in the trenches. In fact, she’s been doing this at companies big and small for 25+ years. Her background includes executive level positions at both public companies and startups where she has proven over and over again that her passion, drive and results oriented perspective get it done. She is tenacious, loves the game changer and loves to win.