If one thing is certain, the economy will improve. The economy, and your business, always run in cycles.
But figuring out when to start advertising is much like surfing a wave. Catch the wave just right and you get a great ride. If you catch it late or let it pass you by, you miss out on the fun. The analogy for your business if you miss the wave, is that you lose market share to competitors that anticipated the upturn correctly. Don't wait to advertise until the wave passes you by.
A Forrester survey from 1st quarter 2009 shows that larger companies (with more than 1,000 employees) are cutting their marketing plans. Yet 14% of small business with less than 20 employees are actually raising marketing levels above their competitors. Those that anticipate and advertise as the wave arrives will gain market share. Are you watching the waves!
Small businesses are typically more focused and reactive to customer needs. So be visible and available when consumers are looking for who is riding the wave. Adjust your marketing mix and strategies to take full advantage before the wave hits. We think that time is upon us.
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