The economy is soft and naturally, that has some marketers cutting budgets, or at least re-evaluating expenditures (we'd prefer to call them investments...)
The thing about a soft economy is that it presents enormous opportunities to smart marketers. In a time like this, you can guarantee that one or more of your competitors will slash the marketing budget, maybe even stop altogether.
Fewer ad messages mean less competition for your customers and prospects. Continuing with your program, could actually yield better results in a tough economy than when times were booming.
A soft economy provides marketers with an opportunity to seize market share, build brands and strengthen market positions.
Enter PR.
A solid PR program that keeps your brand front and center can enhance the perception of market leadership. It's also a measurable marketing tactic that can deliver leads. PR can also bolster a reduced advertising program until budgets loosen again.
In the absence of regular season baseball (hurry, April), I'm keeping my eyes on our client's key competitors. It'll be interesting who uses PR to make a market leadership move.
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