A Time of Magic

In a recession such as we seem to be diving headlong into now, one of the first expenses to be cut is marketing. After all, why bother marketing your products when nobody has the money to buy them?

However, that’s about the worst thing that you could do. Cutting marketing also has the effect of cutting the money coming in and that’s the last thing that you want to happen going into a recession. Granted, you may have less money overall to play with and that may well mean that the money spent on marketing, as with everything else, must go down but it’s at times like this that you need to be more creative ie get more value for the money that you do spend on marketing.

For example, if you’re looking to hand out promotional business gifts this Christmas don’t just go for the really expensive items on the basis that they’re sure to be kept and therefore to keep your name in view. Instead, go for the most appropriate items. One of the most effective gifts I’ve come across recently has been a cute little pen: it was amongst the cheapest items handed out yet it was flying off the stand and that cute-ness meant that many of them would be kept when a more expensive model wouldn’t be.