Message goes over better with less noise

Recession has quieted advertising space, leaving opportunities open.

Sacramento Business Journal – by Debi Hammond Contributing Writer

No one’s going to say that this economy isn’t a challenge. It is.

But within every challenge lies opportunity. As a small-business owner, here’s yours: Given the current state of the economy, many businesses’ sales are down. In some cases, way down. When sales are down, the first thing most companies do is cut their marketing budgets. Yet many studies show this to be counterintuitive. In fact, here are just a few of studies that show “making noise” during a recession can really payoff:

• McGraw-Hill Research analyzed 600 companies from 1980-1985. The results showed that business-to-business firms that maintained or increased their advertising expenditures during the 1981-1982 recession averaged significantly higher sales growth — both during the recession and for the following three years — than those that eliminated or decreased advertising.

By 1985, sales by companies that were aggressive recession advertisers had risen 256 percent over those that didn’t keep up their advertising. For the rest of the article visit Sacramento Business Journal.

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