| Strange as it seems, The Great Depression launched | | | | marketing or PR, forward momentum is essential. |
| a billion dollar industry. It was during the depths of the | | | | You’re either moving forward or falling behind, |
| depression that the cosmetics industry was born. | | | | when it comes to maintaining your company’s |
| Cosmetics were an affordable luxury. Entertainment | | | | public awareness and brand recognition. Studies have |
| was another industry that thrived. Both industries | | | | shown it takes four to six months to see the results of |
| offered the public something it craved, but these were | | | | a marketing program. So what do you figure happens |
| also industries that chose to market and forge ahead | | | | to businesses that stop or cut back their marketing or |
| during the most precarious of times. Even during those | | | | PR budget during an economic downturn? You got it. |
| worst-of-times, money was made and fortunes were | | | | Actually businesses can reach their target market and |
| built. | | | | increase their market share much more effectively |
| Yet what do most companies do when times get | | | | during economic tough times, or (dare I say it?) during a |
| tough? They slash their marketing budget. Fear can | | | | recession. If a company launches an effective |
| make fools of the best of us, and taking a fear-based | | | | marketing campaign or a shrewd, targeted public |
| approach to marketing during challenging times, is | | | | relations campaign not only will that company thrive as |
| foolish at best. Everyone agrees that during the | | | | others wither, but they will be ahead of the pack and |
| best-of-times, maintaining a company’s exposure | | | | powerfully positioned to grow and succeed once the |
| and brand recognition is vital. And when it comes to | | | | economy begins its upswing. |