Enjoy the happy times, the fat times, the good. Someday, the market is going to turn and things will become lean again.
That is when smart companies grow
The not so smart companies retract, they withdraw from the marketplace leaving a gap that can be filled by companies who aren’t afraid to make moves during turbulent times.
This is where market share is won
When your competition withdraws from the market, you get to do less to make more out of your name. Think about it, in good times, you have to spend two, three, even four times the ad spend to get the same point across as you do when no one is promoting.
That’s why marketing is more cost-effective during recessionary times, and you should be over-indexing on ad spend.