Historical Context: Continue to Market during Downturn
Thursday, October 16th, 2008My business associate and friend Jerry Ketel, partner at Leopold & Ketel Partners, sent this email to several Portland agency owners to help prove to clients that marketing has been proven to grow a brand and its sales, profit, and market share during a recession (notice how I didn’t use this “r” word in the blog title - I’m not comfortable using it yet). Here was Jerry’s email to me (I added the image after searching on Google “marketing in recession” - it’s actually quite informative):
“There have been a number of studies over the years proving that marketing during a recession is a good investment in the long run. ‘In a recession, dare to invest aggressively in marketing, innovation and customer quality’, is the clear message to be drawn from PIMS (Profit Impact of Market Strategy) research into which business strategies aid success during and after a market downturn lasting several years. Author: Keith Roberts, Journal: Strategy & Leadership, 2003.
http://tinyurl.com/4sqx8j
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