Advertising during a recession is an opportunity for investment that:
1. Solidifies customer base
2. Gains new customers
3. Makes inroads on competitors by understanding that advertising is an investment, not an expense

Business owners have given excuses not to advertise:
"People do not have money so our ads are wasted."
"We can slash this budget since our competitors have cut advertising as well."

Let’s look at both points:
Really, your customers don’t have any money? Our clients and their customers are still employed and still have disposable income. Businesses need to continue to reinforce where customers should spend their dollars.

Cutting your ad dollars because your competitors did is a pessimistic approach. Rather than waiting for business to return to normal, cash in on the opportunity rival companies just handed you. Don’t withdraw into a shell, stand out and expand. With this, you are better positioned when the upturn in the market occurs. Recessions are not that long. In the last 50 years, average recessions were 10 months and the GNP only declined about 3%.

Recognition increases when advertising increases and recognition decreases when advertising decreases. Deciding not to advertise cancels sales growth for your company. The decision to advertise in a recession is smart business.

At Edge, we work with clients that are effected by this recession. When budgets are tight, we work even harder to create tactics and business strategy plans that work within budgets. We look for opportunities that may be out there (including new target markets that are easy to get to) and new ways of promoting the products and services our clients offer.