That means you get cheaper rates on advertising and premium placement. That goes for any medium–direct mail, online, newspaper. Take a look, ad space is pretty empty.
Stay in the Market
Follow the same advice Warren Buffett gives about being an investor, “Be a buyer when everyone is afraid and a seller when everyone is confident.” As fear sets into the market, companies start slashing their marketing budgets. This is the time to either get in the game or snatch up bargains on premium ad placements.
Of course, once you get those great deals on marketing don’t be another face in the crowd. Show up with something different. Make sure that consumers immediately know why you are different and why you are here to help them in hard times.
Recessions are great times to build your brand and reputation. You will be emblazoned on consumers minds as the strongest, most stable, and most customer focused of any brand–because you stuck out the tough market.
Well if you heed this advice and stay in the market you will be exceptional. But, don’t rest on that inherent benefit of marketing in a recession. Take the opportunity to seize market share and demonstrate what exceptional is all about in your space.