Take Market Share Now

February 18, 2009 on 9:53 am | In Advertising, Big Boy Marketing, Customer Retention, Marketing | 1 Comment

Bold marketers know this: an economic downturn is the perfect time to gain market share. Spending marketing money during tough times seems counterintuitive, but time and again it has paid off for some of the best known brands. During the 1970s Revlon and Phillip Morris turned up the advertising heat to gain market share. Further, MediaPost reports that,

A McGraw-Hill Research analysis three years after the 1981-82 recession found that companies maintaining or increasing ad spending during that period enjoyed 256% higher sales than companies that had decreased their budgets.

There is no better time than a recession to brand yourself as an industry leader and survivor. Consumers avoid lesser known brands during tough times. They want the comfort of knowing they have purchased something from a brand that will weather the storm.

Weak competitors throw in the towel, giving smart, strong competitors an opportunity that should not be passed up. Also, media companies are struggling so the canny marketer can negotiate deals on advertising. Thus, fewer marketing dollars are needed to make the same impact. It becomes easier to reach your audience with less competitive clutter. Your aggressive marketing message now tells consumers that you are stable and strong, perfectly positioning you for a surge in better times.

However, it appears most of the big boys have forgotten those lessons learned in past recessions.  General Mills should be the poster child of every marketer, increasing its consumer marketing spending by 19 percent recently. So, get out there and take the market share that rightfully belongs to you.

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Harry Hoover

Partner ♦ Brand Strategist ♦ Creativity Facilitator at My Creative Team
Harry Hoover is a partner in My Creative Team, the agency that makes Fortune 1000 clients look good. His communications career spans 35 years and runs the gamut from print and broadcast journalism, government and corporate communications to advertising and public relations agencies. He is the author of Moving to Charlotte: The Un-Tourist Guide.

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  1. Great advice! It makes a lot of sense to market aggressively in these times. I guess the overall market pie is shrinking but a shift is occurring in the splitting of this pie. And if you pursue it aggressively you will end up with a bigger chunk than what you have started with

    Comment by Henry — February 23, 2009 #

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