Cutting advertising during recession is not an option

These are difficult and demanding times for many businesses, especially if your a small to medium sized business.

Consumers are price conscious, but the reality is that everyone still needs gas for their cars, they need to eat and take care of their homes, children need clothes and school supplies, and people still need everything from medical services, to light bulbs and razor blades.

Businesses are struggling to pay their bills and to keep good employees, all the while trying to meet the cost-cutting tactics of their competitors.

The turnaround is inevitable because the economy always ebbs and flows. Too many businesses are missing out on an enormous marketing opportunity by trying to weather the storm until the economy picks up and cash-flow improves. Companies must show the consumer that they are capable of withstanding difficult times.

Business owners must remember what it was like to start a new business, to gain name recognition through networking, to provide insanely great customer service, and to entice customers through referrals and advertising.

Unfortunately, businesses cannot afford to spend their way out of a bad economy. Even more reason for shrewd companies to act now and seize market share by being very selective in the media that they use.

"When the economy is bad and business is slow, that is when the experienced advertise and the inexperienced wait for better days."