During a recession, business owners look for places to make cutbacks. Advertising is seen by many as a low-hanging fruit, easy to remove from the expense vine.
But business owner Carol Van Klompenburg sees advertising in another light.
“Advertising is an investment,” stated Van Klompenburg, owner of The Write Place. “Studies by economists, business analysts, and academicians—not advertising agencies—have shown businesses that continue or increase advertising efforts during economic downturns have positive results.”
Businesses that take advantage of this opportunity can build equity, solidify customer base, and find new customers. And, market share is available, because competitors are likely to decrease marketing efforts.
McGraw-Hill Research conducted a study of the 600 business-to-business companies during the U.S. recessions from 1980-1985. Of those analyzed, businesses that continued to advertise during the 1981-1982 recession achieved 256-percent growth by 1985 over competitors that eliminated or decreased spending.
Van Klompenburg, whose business provides writing and graphic design services, says to get the most of recession advertising dollars, businesses should stress quality and value. Flashy advertisements may not be the answer. Instead, choose content-rich communication like newsletters and brochures, and professional-looking business basics.
“A good logo and well-designed business card are staples that should not be skimped on, especially during a recession,” she concluded.
For more information about the services offered by The Write Place, contact Van Klompenburg at 641-628-8398 or carol@thewriteplace.biz. Or visit The Write Place Web site at www.thewriteplace.biz.
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