Many advertisers have been asking us if they should spend less money on their advertising with the recession in full bloom. What do you think? Let me offer an analogy for you.
Let’s say you have begun a high intensity workout program. You are going at it everyday and working your body harder than ever before. Is the smart thing to 1. Increase your intake of food 2. Decrease your intake of food or 3. Increase your intake of the right foods?
Three is your answer and here’s why: If you are increasing the work your body does, you must increase the energy your body has to operate. However, if you load your body with unhealthy food, it won’t respond and you’ll most likely continue to be out of shape. If you decrease your food intake, your body won’t have enough energy to keep up with your activity. So the solution is to increase your intake of the right kinds of foods which your body will be able to use efficiently and effectively and you will begin to see the results you are searching for.
So how does this apply to your advertising? Right now, you need to be working as hard as or even harder than ever before to keep customers coming in and coming back. That takes a great deal of energy on your part. If you were to reduce your advertising, you are not providing your business with the exposure it needs to keep a strong presence in the mind of the consumer. Maintaining or increasing your advertising budget means nothing if you are not advertising effectively. It’s not about how much you spend on advertising; it’s about how effectively you spend the money you do invest. Just like putting the right foods into your body, you need to put the right media and messages into your advertising.
If you’d like an advertising check up, give us a call. We’d be happy to visit.
Jeff is President of Marketing Firepower and an experienced marketing professional. He has helped many business become successful through the effective use of advertising.
