Stimulus packages are being handed out right and left, the Dow is plunging, businesses are closing and your customers are reluctant to spend money. Is this the time to crawl up into a ball and stop marketing or is this the time to step up and look for more marketing opportunities?

To sustain your business you need to continue to market – even during a recession. Packing it in – will not keep your business afloat. You must look at the future – not just the here and now. Sure – you will gain sales by marketing now, but the power of marketing will put you out front with your customers – they will think of you first.

If you don’t continue to market – what is going to happen when the recession ends? Will you have anything in the pipeline? Your competitors may pull back what they are spending on marketing – but this is your chance to come front in center in the eyes of your customers and potential customers.

McGraw Hill found that business to business companies that maintained or increased their marketing during the 1981-82 recession grew during and after the recession at a far greater pace than those who didn’t maintain or increase spending in marketing.

American Business Media found that maintaining share of mind during an economic downturn directly related to current and future sales and that maintaining share of mind costs much less than rebuilding it after a period of marketing inactivity.

LeadGen’s clients continue to gain appointments with potential customers; the economic downturn has not slowed down the appointment-setting process. These clients will be ahead of the game–with new sales in the pipeline, as our economy recovers.

Marketing during a time of economic difficultly solidifies your client case, portrays you as stable, takes business away from less aggressive competitors and positions your firm well for post recession growth, According to Coopers & Lybrand.

How important do companies feel marketing is during this economic downturn?