While the more savvy of us claim to not make knee-jerk decisions regarding marketing based upon the fluctuations of Dow Jones and Nasdaq, the seemingly constant dire news reporting can certainly adversely affect the decision-making of even the most sophisticated marketer. For fear of looking foolish for launching a campaign in a bear market, many savvy marketers often choose to conserve budgets for when “the time is right”. In doing so, however, one can be making one of the most fiscally irresponsible decisions to a positive bottom-line.
While seemingly counterintuitive, aggressively launching a campaign to market a service or product during a time when other, less-informed companies pull back, actually allows your product or service to have a much higher visibility at a much lower cost. Additionally, being front and center in terms of visibility via public relations and advertising garners a perception of strength, visibility and viability – regardless of the daily stock market gain or loss. It is this sort of strong branding that is invaluable to the long-term sales success – and one that is only ignored at a company’s peril.