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A lot of businesses have seen a steep drop in their 2009 sales. 2009 was one of the worst recessions in the last 50 years. It has become evident that the economy is on the verge of coming back, now businesses are asking what their next move should be? The reality is that businesses need to be more aggressive with marketing and smarter with how they spend their marketing budgets. Nigel Gault, chief U.S. economist at IHS Global Insight, told 2000 attendees of the Grainger MRO conference that many businesses experienced a 65% drop in sales in 2009. This is a staggering amount to try and absorb regardless of the size of business, and as a result has severely weakened many businesses.

It is clear that almost all businesses and individuals have reduced spending, meaning there are less people that have money to buy your products or services. In 2009 many people had decreased disposable income for a large chunk of the middle class.

Businesses that have a good economic strategy are doing more marketing during a recession not less. Companies that reduce marketing efforts tend to see a decrease in revenues and therefore the collapse of many companies. It does cost you more to get the same amount of sales but you must maintain sales even if the cost is higher. This is unfortunate but this is the result of the recession and something all businesses are experiencing. The result of decreasing revenues means future problems with cash flow. The most critical aspect is making sure you do what is needed to keep your revenues up. It means expanding where you can get more sales, being creative and looking at additional opportunities. Good business economics means that you need to look at ways to market your company so you are in front of more potential customers.

Keep doing what works and look for ways to get in front of a greater number of potential customers. Don’t follow others and fall into the same downward spiral which from reduced revenues.

Do some research on ‘recession business economics’ you will find that there are advantages to doing more marketing during a recession. If you look at most large companies doing research on business economics who have experts advising them, they are all increasing spending on marketing during the recession. Many of the largest companies today are successful due to the marketing they did during previous recessions. You will find that experts are saying the same thing and recommending their clients increase their marketing to maintain revenues.

You will notice some of your competitors who have poor marketing strategies will not be able to maintain revenues and some might even disappear all together.

Marketing during a recession gives you an advantage that you don’t often get. Many businesses see marketing as an easy place to cut expenses. This is like not putting gas in your car and wondering why it doesn’t drive anymore. Reducing marketing is a common but serious mistake a lot of businesses make. This gives you the opportunity to get an advantage over your competitors, who previously were too strong to surpass. In most markets there is a finite number of sales out there. Increasing marketing helps to weaken competition because with every additional sale you make, results in a sale lost for your competitor. This is a benefit that the smartest businesses are taking advantage of, and as the recession subsides your company will be stronger than your competitors. Try to ensure you look at different options and decide what the various options are and how to approach them. Be creative and expect to put some of your own or your staffs time and effort into your marketing. I am always amazed at how many businesses are just waiting for things to improve on their own. You have an opportunity at this point to get ahead, grasp the opportunity and move on it