Hello out there. Here’s a wake up call – your customers are watching, listening and waiting to hear from you. And if they don’t, well, they may think there’s something very wrong.
While many companies tend to retrench, cut back or literally kill their marketing efforts during slow economic times, doing so may be inviting the wrong perceptions in consumers’ minds. A recent Ad-ology study found:
“More than 48% of U.S. adults believe that a lack of advertising by a retail store, bank or auto dealership during a recession indicates the business must be struggling…The study finds advertising appears to play a key role in consumers’ view of how a business is doing, and by not advertising, businesses may be sending a warning signal to current and potential customers.”
More about the study – http://bit.ly/2zAL3 and http://bit.ly/KRnzv
Perhaps these findings may help senior execs understand that to consumers silence definitely can be deadly.
Great post. I’ve been shouting this from the rooftops, now I’ll just refer folks to this post and save myself the hassle.
Consumer perception shouldn’t be the only motivating factor to marketing during a recession. If competitors are pulling back their marketing, its a great opportunity to get a leg up on them…
Thanks Oscar. You’re right, to truly be ahead of the pack you’ve got to take every advantage there is…and those who increase their brand exposure, whether via advertising or not, will find success at the end of the tunnel.