Right now, few are taking advantage of a business opportunity that is looming over all of us—you and your business. In the midst of this recession, there may not be a better opportunity to grab a higher return on investment. Where? In your marketing and advertising budget. Advertising and marketing are traditionally the first expenses to be slashed in an economic downturn. The accountants see it as overhead and General Accepted Accounting Practices (GAAP) agree. No amortization of this expense.

Consider the facts: repeatedly and consistently, studies have shown, firms who maintain or increase their marketing and advertising budgets during recessions not only come out of the recession stronger than before, but shift the competitive landscape in their favor. This increase in business proves to be a permanent step rather than just a bump. Meanwhile, these firms’ timid competitors lose market share and are forced to change their differentiating proposition based upon the new standards set by their assertive competitors.

Meldrum & Fewsmith’s former Senior VP, J. Welsey Rosberg observed “ I have yet to see any study that proves timidity is the route to success. Studies consistently have proven that companies that have the intelligence and guts to maintain or increase their overall marketing and advertising efforts in times of business downturns will get the edge on their timid competitors.”

Maintaining or expanding your marketing and advertising budget to build visibility, credibility, and profitability gives your organization a distinct advantage in a time when the marketplace is not saturated by the competition. The subliminal message that your enterprise is strong will allow you to leverage today’s efforts, taking a position of greater leadership within your market.