BOOM AND BUST SPEND?

With doom-and-gloom forecasts of recession, what should you do with your marketing budget?

We are confronted with daily speculation on whether we are actually in the middle of a recession or approaching one. The question facing budget holders is whether to reign back spend? The Fish Den’s view is that those who maintain – or dare I say increase – their marketing spend will benefit to a greater competitive degree now than in more favourable economic conditions.

 Why?

During a slow-down there will be organisations that pull back spend. Let’s say that a household receives 30 pieces of DM a week. With budget cuts during a slow-down that then becomes say 15 pieces. Those organisations continuing to mail then have twice the chance to stand out and generate a positive response. All it has to be is relevant, timely and compelling to stand a chance of generating a response. Easy eh?

Are you getting the results you need from your direct marketing? Would you like to discuss this article further? E-mail us with your comments.

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