When times are tough, businesses often look for ways to cut costs. What’s usually on top of the list? Marketing.

That’s a mistake and it’s one a lot of businesses make.  The theory is, if money’s no coming in, it shouldn’t be going out. Marketing and branding would be a waste of money if nobody’s spending right?

It seems logical, but many experts say slow times are when you should be doubling down on marketing…

Maintaining Brand Awareness

Cutting your marketing budget saves money in the short term, sure. But what happens months or years from now, when you haven’t been investing in marketing your company? Potential clients no longer know you exist and you’ve lost touch with existing clients. You’re no longer relevant. Out of sight, out of mind as they say.

By cutting out marketing, you essentially made it harder for your business to rebound when things look up. You’re now working your way up from the bottom.

Staying Ahead of Competitors

Compare that to the company that doubled down on marketing when things got tough. They nurtured their existing relationships, kept potential clients interested, and are perfectly positioned to hit the ground running when things pick up.

Maybe they invested in professional brand photography, worked on updating their website and marketing materials, and are now perfectly poised to become the market leader while others are getting back up to speed. It’s a smart strategy!

Engaging Existing Customers

Slow periods offer an ideal opportunity to engage and nurture your existing customer base. Targeted marketing campaigns, such as personalized emails or exclusive offers, can reignite their interest in your products or services. Brand photography can play a big role in making that connection. By staying front-of-mind and providing value, you can strengthen customer loyalty and encourage repeat business.

Expanding Your Customer Base

While it may seem counterintuitive to invest in marketing when business is slow, it's crucial to remember that customer acquisition is an ongoing process. By actively promoting your business during these periods, you can attract new customers who may be more inclined to explore alternative options due to changing market conditions. Using engaging brand images to fuel targeted advertising or social media campaigns can help you reach a wider audience and increase your chances of acquiring new customers.

Investing in marketing imagery now makes sense, because you’re going to use those images down the road to propel yourself forward…and away from your competition.