Suze Bragg

In a down economy, use the manufacturer's co-op advertising dollars
November 19, 2008

When people aren't buying, it's hard to justify spending money on drawing people into your empty stores.  But this is the absolute best time to market to them.  Why?  When people aren't shopping, they're thinking about what they want to buy and where they want to purchase when they can spend money.  If you aren't on their radar screen now, why would you be on it after they've settled on a product or a store?  

Many business people have said that recessions are a country's way to balance itself.  You have to have downs in order to enjoy the ups.  These business people are also the ones who are spending wisely on advertising during the down markets and are gaining customer loyalty.  They haven't forgotten about their consumers when times are tough and only try to woo them when they economy is flush with cash.

When you aren't making any money, how do you find the extra cash to advertise?  Use the co-op dollars allotted through the manufacturers' lines you carry.  In most cases, for every one dollar you spend to in advertising their products, they'll match the other dollar.  Best is they're provide the creative so you don't have to worry about that expense.  

A second option is to use email.  It's inexpensive and it reaches a wide range of customers. 

Third option is to send out coupons.  Everybody loves to get a deal, and this is the time to let them know you're still in business and ready to help them spend wisely.

When the economy is bad equals the best time to advertise.  Remember that equation and you'll fair well.

Posted by Suze Bragg on November 19, 2008 | Comments (0)