Posts Tagged ‘recession’

Advertising in a recession

April 24, 2009

We all know it, we all see it – the world is in a recession. Companies and individuals alike have had to seriously curb their spending. Unfortunately, many companies try to combat the lack of money coming in by cutting back on advertising spend – not seeing that lowering how much advertising they put out will only lower their sales even further, making the problem worse.

So how can you be expected to spend more on advertising in tough times? Well, you don’t have to. I am not saying SPEND more just DO more and do it SMARTER.


6a00d83451aee269e201156f4c225a970c-500wi  “In Joburg…mall roving dogs were trained to run around with empty Eukanuba dog food bags as part of an ambient marketing campaign for the brand.” (Cherryflava)


This campaign for dog food would have certainly cost far less than a massive billboard on the N3 and has so much more impact (interesting creative things like this become viral so easily). If anything, having less to spend is an incentive to be more creative.

So, if you really want to combat the global recession, don’t cut costs in the advertising department too much. You are going to need to step out of your comfort zone and stop doing your usual TV, radio and print and try find something that will get you a lot of exposure for a tenth of the price.