Marketing in a Recession?
May 16th, 2008
Do you worry about whether you should spend resources on marketing during a recession? A small business owner recently expressed this concern to me.
Some people see marketing as an expense but when you think about it, marketing is ultimately intended to help grow the business. It is an investment with an expected return. You can’t grow without marketing. That means in a recession if you want to maintain or grow revenues, you still need marketing. It is true that some marketing activities have a long term pay off but I would argue that most of these activities are the domain of larger companies. The marketing investment of small businesses usually have to pay for themselves more quickly.
In this interview with John Jantsch, founder of Duct Tape Marketing and author of the book “Duct Tape Marketing”, John tells us that “The only thing you should do in good times or in bad times is the right thing. It is just that bad times have a way of getting your attention”. Never is this more true of marketing. So, kick back, forget worrying about a recession (if there even is one) and listen to this informative podcast.
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