By Marty Simon – CEO

The marketing communications business has seen a lot of business cycles come and go in the last 40 years…even a few recessions. Through it all, we’ve seen that clients who remained aggressive in their marcom efforts during downturns come back stronger and faster than those who cut back on marcom expenses.

We used to think this was only anecdotal based on our clients’ experiences. But it’s really much more than that. Research over the years has proven precisely what we’ve observed.

A few weeks ago a summary of research in just this area landed in our email. It tracked four recessions since 1970 and the impact that marcom expenditures had during those downturns. It showed the same trends for the country as we saw in our clients: those who maintained or increased marcom budgets during the recessions fared far better than those who trimmed their marcom costs.

If you think about it, it just makes sense…you get a bigger bang for your marcom buck because your competition is cutting back and you’re not. That’s a simplified view for sure, but it seems to be the essence of the strategy! The research is everywhere…search your favorite marketing resource or view the studies we read at www.gtms-inc.com and www.americanbusinessmedia.com.

Thanks to Go-to-Market Strategies and American Business Media for this valuable research!

Articles, Integrated Marketing Advertising, Branding, Marketing