A McGraw-Hill Research study looking at 600 companies from 1980 to 1985 found that those businesses which chose to maintain or raise their level of advertising expenditures during the 1981 and 1982 recession had significantly higher sales after the economy recovered. Specifically, companies that advertised aggressively during the recession had sales 256% higher than those that did not continue to advertise.
We know what worked then and what works now. A key to increasing sales is making sure you are ready! Yesterday, we worked with a company that had the phone number on a website going to a person who had left the company 6 months prior and the e-mail address went to a different employee who had left 4 months prior. This company drove people to the website for months with direct mail but were never set up to succeed. This may sound crazy and abnormal, but it happens. When people ask how we increase sales, it is like a doctor telling people how she takes patients from unhealthy to healthy. Just make sure you are ready to advertise, market and sell in 2009.
photo by bitzcelt