When Brian McGovern, owner of Allegra Print and Imaging in Billings, Montana was asked what he was going to do about the recession, he answered: “We don’t plan to participate.” He saw the slowdown as an chance to intensify his marketing efforts. He believed that when times are good, you should market your products and services, and when times are bad, you must market them.
Apparently, he´s not the only one who thinks that way. A classic McGraw Hill Research study of U.S. recessions, which analyzed 600 companies over five-years, concluded that “firms, [which] had maintained or increased advertising during the…recession, could boast an average sales growth of 275 percent over the preceding five years. Those who cut advertising realized a paltry increase of only 19 percent.”
