Marketing When Times Are Tough

During these economically challenging times, some companies are drastically cutting their marketing budgets. Is this wise? I don't think so. Instead, I suggest you trim as little as possible from marketing. You need to maintain your market presence and position your company for a turnaround in the economy.

Be prudent about how you spend your marketing dollars. Prioritize your marketing activities. Try to quantify not only the cost of those activities, but the people and time resources needed. Put the activities that generate the greatest return in terms of expense, people, and time at the top of the list. Review the list and make sure you have both short-term and long-term revenue generating activities on the list.