As you enter this economic downturn, where will you begin to trim business expenses to stay competitive?  As a business leader, it is your responsibility to take a long, hard look at your budget and prepare for cutbacks.

Historically, advertising and marketing are some of the first line items to hit the chopping block.  The typical thinking around this choice is something like, “We’ve got a great product, and most of our business comes through word of mouth, and it is so hard to measure the return on our marketing, so let’s just cut that out for now.”

While cutbacks may be necessary, let’s consider why deep cuts in your marketing may be a short-term gain that you may regret in the long-term.  The rest of this position paper will illustrate why marketing in a downturn can be a significant advantage.
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