{"id":11289,"date":"2023-01-10T06:00:08","date_gmt":"2023-01-10T11:00:08","guid":{"rendered":"https:\/\/www.redthreadbrands.com\/blog\/?p=11289"},"modified":"2023-01-10T13:01:48","modified_gmt":"2023-01-10T18:01:48","slug":"marketing-on-marketing-off-how-to-market-in-a-downturn","status":"publish","type":"post","link":"https:\/\/www.redthreadbrands.com\/blog\/marketing-on-marketing-off-how-to-market-in-a-downturn\/","title":{"rendered":"Marketing On, Marketing Off: How to Market in a Downturn"},"content":{"rendered":"<p>[et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; custom_padding=&#8221;0px|||||&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_row _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; custom_padding=&#8221;0px|||||&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_image src=&#8221;https:\/\/www.redthreadbrands.com\/blog\/wp-content\/uploads\/2023\/01\/1_2023_MarketingOnMarketingOff_BlogHeader.png&#8221; alt=&#8221;Hobbies not Hustle&#8221; title_text=&#8221;1_2023_MarketingOnMarketingOff_BlogHeader&#8221; admin_label=&#8221;full width blog image&#8221; _builder_version=&#8221;4.18.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=&#8221;1_2,1_2&#8243; use_custom_gutter=&#8221;on&#8221; gutter_width=&#8221;2&#8243; make_equal=&#8221;on&#8221; custom_padding_last_edited=&#8221;on|tablet&#8221; _builder_version=&#8221;4.18.0&#8243; _module_preset=&#8221;default&#8221; custom_padding=&#8221;0px||||false|false&#8221; custom_padding_tablet=&#8221;0px||0px||false|false&#8221; custom_padding_phone=&#8221;0px||0px||false|false&#8221; custom_css_main_element=&#8221;display:flex;||align-items:center;&#8221; global_colors_info=&#8221;{}&#8221; custom_css_main_element_last_edited=&#8221;on|tablet&#8221; custom_css_main_element_tablet=&#8221;display:block;&#8221; custom_css_main_element_phone=&#8221;display:block;&#8221;][et_pb_column type=&#8221;1_2&#8243; _builder_version=&#8221;4.18.0&#8243; _module_preset=&#8221;default&#8221; background_enable_color=&#8221;off&#8221; custom_padding=&#8221;||||false|false&#8221; custom_padding_tablet=&#8221;||15px||false|false&#8221; custom_padding_phone=&#8221;&#8221; custom_padding_last_edited=&#8221;on|desktop&#8221; custom_css_main_element=&#8221;display:flex;||justify-content:center;||align-items:center;&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text admin_label=&#8221;intro&#8221; _builder_version=&#8221;4.18.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h2><strong>Why marketing is the most important role to consider during a recession\u200b <\/strong><\/h2>\n<p>Are we headed toward a <a href=\"https:\/\/www.cnbc.com\/2022\/05\/20\/us-economy-is-nowhere-near-a-recession-this-year-says-economist.html\" target=\"_blank\" rel=\"noopener\">recession<\/a>? Quite possibly. Layoffs are happening en masse right now around the country. Crossing several industries \u2013 tech, digital publishing, service jobs, and small businesses alike are feeling the crunch of inflation and making tough decisions to downsize. Heavy hitters like Buzzfeed, Microsoft, Twitter, CNN, and Morgan Stanley have recently reported job cuts amidst rising labor costs and slower growth.<\/p>\n<p>[\/et_pb_text][\/et_pb_column][et_pb_column type=&#8221;1_2&#8243; _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_code admin_label=&#8221;stat svg code&#8221; _builder_version=&#8221;4.18.0&#8243; _module_preset=&#8221;default&#8221; text_orientation=&#8221;center&#8221; module_alignment=&#8221;center&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<div id=\"trigger-market\" class=\"animation-trigger\"><\/div>\n<p><!-- [et_pb_line_break_holder] --><svg id=\"stat\" viewBox=\"0 0 596.55 452.91\"><!-- [et_pb_line_break_holder] -->  <\/p>\n<style><!-- [et_pb_line_break_holder] -->    #stat {<!-- [et_pb_line_break_holder] -->      width:100%;<!-- [et_pb_line_break_holder] -->      max-width:600px;<!-- [et_pb_line_break_holder] -->    }<!-- [et_pb_line_break_holder] 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_module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text admin_label=&#8221;intro cont&#8230;&#8221; _builder_version=&#8221;4.18.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;]<span>According to the job cut tracker, <\/span><a href=\"https:\/\/layoffs.fyi\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Layoffs.fyi<\/span><\/a><span style=\"font-weight: 400;\">, in 2022, nearly 1,000 tech companies and over 150,000 employees were laid off in the United States alone. In early 2023, these startling numbers are unfortunately expected to get worse. The Washington Post, PepsiCo, and Amazon have announced plans to downsize in the early part of the year.\u00a0<\/span><\/p>\n<p><span>For senior executives and managers who must eliminate staff positions, it is critical to handle layoffs in a way that doesn\u2019t interrupt the overall flow of the business. <\/span><a href=\"https:\/\/www.redthreadbrands.com\/blog\/purpose-driven-work-in-challenging-times\/\" target=\"_blank\" rel=\"noopener\"><span>Purpose-driven leadership<\/span><\/a><span> can, after all, determine the future of the company\u2019s success through key decision-making etiquette during challenging&nbsp;times.<\/span>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=&#8221;1_2,1_2&#8243; use_custom_gutter=&#8221;on&#8221; gutter_width=&#8221;2&#8243; make_equal=&#8221;on&#8221; custom_padding_last_edited=&#8221;on|tablet&#8221; _builder_version=&#8221;4.18.0&#8243; _module_preset=&#8221;default&#8221; custom_padding=&#8221;0px||||false|false&#8221; custom_padding_tablet=&#8221;||0px||false|false&#8221; custom_padding_phone=&#8221;||0px||false|false&#8221; global_colors_info=&#8221;{}&#8221; custom_css_main_element_last_edited=&#8221;on|tablet&#8221; custom_css_main_element_tablet=&#8221;display:flex;||flex-direction:column-reverse !important;&#8221; custom_css_main_element_phone=&#8221;display:flex;||flex-direction:column-reverse !important;&#8221;][et_pb_column type=&#8221;1_2&#8243; _builder_version=&#8221;4.18.0&#8243; _module_preset=&#8221;default&#8221; background_enable_color=&#8221;off&#8221; custom_padding=&#8221;||||false|false&#8221; custom_padding_tablet=&#8221;30px||||false|false&#8221; custom_padding_phone=&#8221;&#8221; custom_padding_last_edited=&#8221;on|desktop&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text admin_label=&#8221;h2 &#8211; why is marketing critical&#8221; _builder_version=&#8221;4.18.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h2><strong>Why is marketing during a recession critical for business?\u200b <\/strong><\/h2>\n<p><span>Traditionally, <\/span><a href=\"https:\/\/www.redthreadbrands.com\/blog\/marketing-design-is-not-subjective\/\" target=\"_blank\" rel=\"noopener\"><span>marketing<\/span><\/a><span> and public relations positions are hit hard during mass layoffs. 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_module_preset=&#8221;default&#8221; custom_padding=&#8221;0px||||false|false&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.18.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text admin_label=&#8221;bulleted list&#8221; _builder_version=&#8221;4.18.0&#8243; _module_preset=&#8221;default&#8221; custom_margin=&#8221;||0px||false|false&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<ul>\n<li><strong>Use social media to gain and keep customers.<\/strong> Even during a recession, people around the world are on social media. Marketing professionals assist in increasing your presence online with the goal of increasing your customer base.<\/li>\n<li><strong>Keep a watchful eye on competitors (and customers, too).<\/strong> Using a tool like <a href=\"https:\/\/ahrefs.com\/\" target=\"_blank\" rel=\"noopener\">Ahrefs<\/a> supports keyword research, which allows for careful competition surveillance. Additionally, marketers have their finger on the pulse of the company&#8217;s customer base. Spending habits, demographics, and being able to forecast how the market changes are all responsibilities of marketing professionals.<\/li>\n<li><strong>More content, more purchasing.<\/strong> Valuable and informative content attracts potential customers. Based on Hubspot\u2019s 2022 State of Marketing Trends <a href=\"https:\/\/www.hubspot.com\/state-of-marketing?utm_campaign=2020%20State%20of%20Marketing%20&amp;utm_source=Blog%20CTA&amp;hsCtaTracking=6baeae42-e710-4ecd-beb9-ceb2fb9f0877%7C34a15897-4b09-4651-8375-c23ec2a46845&amp;__hstc=157731557.c6a73d7b1fdfe9522e931e93134fd96e.1671390938290.1671390938290.1671390938290.1&amp;__hssc=157731557.1.1671390938293&amp;__hsfp=69714730\" target=\"_blank\" rel=\"noopener\">report<\/a>, 70% of marketers use storytelling as a powerful tool to help brands meet the customer where they are. In order to take companies to new, imaginative places, marketers use social media, blogs, email campaigns, and educational content to grow customer interest.<\/li>\n<li><strong>Track progress.<\/strong> Analytics are key to evaluating whether marketing strategies are actually working. Programs like Google Analytics and <a href=\"https:\/\/www.marketo.com\/\" target=\"_blank\" rel=\"noopener\">Marketo<\/a> are great tools for tracking progress.<\/li>\n<\/ul>\n<p>[\/et_pb_text][et_pb_text admin_label=&#8221;intro&#8221; _builder_version=&#8221;4.18.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p>Smart organizations understand that quality marketing helps keep the brand in place. Does this mean marketing is a worthy investment during a recession? Of course. Companies can use the economic downturn to trim marketing costs by identifying unnecessary and ineffective elements of their marketing strategy rather than laying off invaluable members of the marketing team.<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=&#8221;3_5,2_5&#8243; use_custom_gutter=&#8221;on&#8221; gutter_width=&#8221;2&#8243; make_equal=&#8221;on&#8221; custom_padding_last_edited=&#8221;on|tablet&#8221; _builder_version=&#8221;4.18.0&#8243; _module_preset=&#8221;default&#8221; custom_padding=&#8221;0px||||false|false&#8221; custom_padding_tablet=&#8221;0px||0px||false|false&#8221; custom_padding_phone=&#8221;0px||0px||false|false&#8221; custom_css_main_element=&#8221;display:flex;||align-items:center;&#8221; global_colors_info=&#8221;{}&#8221; custom_css_main_element_last_edited=&#8221;on|tablet&#8221; custom_css_main_element_tablet=&#8221;display:flex;||flex-direction:column-reverse !important;&#8221; custom_css_main_element_phone=&#8221;display:flex;||flex-direction:column-reverse !important;&#8221;][et_pb_column type=&#8221;3_5&#8243; _builder_version=&#8221;4.18.0&#8243; _module_preset=&#8221;default&#8221; background_enable_color=&#8221;off&#8221; custom_padding=&#8221;||||false|false&#8221; custom_padding_tablet=&#8221;30px||||false|false&#8221; custom_padding_phone=&#8221;&#8221; custom_padding_last_edited=&#8221;on|desktop&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text admin_label=&#8221;h2&#8243; _builder_version=&#8221;4.18.0&#8243; _module_preset=&#8221;default&#8221; header_2_font_size_tablet=&#8221;&#8221; header_2_font_size_phone=&#8221;&#8221; header_2_font_size_last_edited=&#8221;on|phone&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h2><strong>How to market in a downturn <\/strong><\/h2>\n<p>Businesses can soften the blow of slow growth during uncertain times by utilizing an existing marketing team.<\/p>\n<p>Marketing professionals can help your brand or business evaluate market positions and advise on best practices and new opportunities to grow during slow periods. Marketing during a recession promotes better business by:<\/p>\n<p>[\/et_pb_text][\/et_pb_column][et_pb_column type=&#8221;2_5&#8243; _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_code admin_label=&#8221;image zoom js code&#8221; _builder_version=&#8221;4.18.0&#8243; _module_preset=&#8221;default&#8221; height=&#8221;0px&#8221; custom_margin=&#8221;0px||0px||false|false&#8221; custom_padding=&#8221;0px||0px||false|false&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<div class=\"animation-trigger\" id=\"trigger-market\"><\/div>\n<p><!-- [et_pb_line_break_holder] --><script><!-- [et_pb_line_break_holder] -->jQuery(function($) {<!-- [et_pb_line_break_holder] -->  \/\/ init controller<!-- [et_pb_line_break_holder] -->var controllerImage = new ScrollMagic.Controller();<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->\/\/ build tween<!-- [et_pb_line_break_holder] -->var tweenImage = new TimelineMax()<!-- [et_pb_line_break_holder] -->.add(TweenMax.staggerFrom('.img_market', 0.1, {scale: 0, transformOrigin:\"50% 100%\"}));<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->var sceneImage = new ScrollMagic.Scene({triggerElement: \"#trigger-market\", duration: 200, tweenChanges: true})<!-- [et_pb_line_break_holder] -->      .setTween(tweenImage)<!-- [et_pb_line_break_holder] -->      .addTo(controllerImage);<!-- [et_pb_line_break_holder] -->});<!-- [et_pb_line_break_holder] --><\/script>[\/et_pb_code][et_pb_image src=&#8221;https:\/\/www.redthreadbrands.com\/blog\/wp-content\/uploads\/2022\/12\/h2MarketinDownturnGraphic.png&#8221; title_text=&#8221;h2MarketinDownturnGraphic&#8221; admin_label=&#8221;marketing in a downturn image&#8221; module_class=&#8221;img_market&#8221; _builder_version=&#8221;4.18.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row use_custom_gutter=&#8221;on&#8221; gutter_width=&#8221;2&#8243; make_equal=&#8221;on&#8221; _builder_version=&#8221;4.18.0&#8243; _module_preset=&#8221;default&#8221; custom_padding=&#8221;0px||0px||false|false&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.18.0&#8243; _module_preset=&#8221;default&#8221; background_enable_color=&#8221;off&#8221; custom_padding=&#8221;||||false|false&#8221; custom_padding_tablet=&#8221;||||false|false&#8221; custom_padding_phone=&#8221;&#8221; custom_padding_last_edited=&#8221;on|desktop&#8221; custom_css_main_element=&#8221;display:flex;||justify-content:center;||align-items:center;&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text admin_label=&#8221;h2&#8243; _builder_version=&#8221;4.18.0&#8243; _module_preset=&#8221;default&#8221; custom_margin=&#8221;||0px||false|false&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<ol>\n<li><b>Evaluating brand positioning in the marketplace. <\/b>Companies can benefit from a unique team of individuals specializing in positioning during slow growth seasons.<\/li>\n<li><b>Creating an environment to sell.<\/b> Folks are always willing to spend money. In fact, according to the 2022 BCG Recessionary Behavior Consumer Sentiment <a href=\"https:\/\/www.bcg.com\/publications\/2022\/consumer-spending-during-recession\" target=\"_blank\" rel=\"noopener\">Survey<\/a>, 55% of consumers across four countries (US, UK, Germany, and France)\u00a0 reported increased spending although 71% of individuals believed that their country was in a recession. If there is uncertainty in the market, people are more cautious, but that doesn\u2019t mean there aren\u2019t opportunities to profit.<\/li>\n<li><b>Analyzing the value of products and services.<\/b> Many companies think these duties can be absorbed into sales positions, but marketing professionals are skilled at analyzing product or service value in order to keep brands competitive.<\/li>\n<li><b>Creating a long-term plan.<\/b> Marketers should help stabilize the brand while developing an extended plan by shifting advertising and solidifying core <a href=\"https:\/\/www.redthreadbrands.com\/blog\/how-company-values-serve-our-relationships-pt2-external-relationships\/\" target=\"_blank\" rel=\"noopener\">values<\/a>.<\/li>\n<li><b>Rethinking the budget.<\/b> During a recession, managers wonder how they can do more with less, but this shouldn\u2019t equate to marketing personnel layoffs. Instead, this could mean rethinking the communications budget and strategically placing more emphasis on areas that help drive revenue. Specific suggestions on budget adjustments include:<\/li>\n<ol type=\"a\" class=\"lower-alpha\">\n<li>Evaluate spending, performance, and reduce what costs the most and yields the lowest results. For some brands, this might include spending more of the budget on digital ads as opposed to physical ads (i.e., billboards, posters, etc.).<\/li>\n<li>Focus on organic efforts like SEO and the utilization of a creative social media strategy.<\/li>\n<li>Write blogs and share with your customer base by taking advantage of your email list.<\/li>\n<\/ol>\n<\/ol>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row use_custom_gutter=&#8221;on&#8221; gutter_width=&#8221;2&#8243; make_equal=&#8221;on&#8221; _builder_version=&#8221;4.18.0&#8243; _module_preset=&#8221;default&#8221; custom_padding=&#8221;0px||||false|false&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.18.0&#8243; _module_preset=&#8221;default&#8221; background_enable_color=&#8221;off&#8221; custom_padding=&#8221;||||false|false&#8221; custom_padding_tablet=&#8221;||||false|false&#8221; custom_padding_phone=&#8221;&#8221; custom_padding_last_edited=&#8221;on|tablet&#8221; custom_css_main_element=&#8221;display:flex;||justify-content:center;||align-items:center;&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text admin_label=&#8221;border text&#8221; _builder_version=&#8221;4.18.0&#8243; _module_preset=&#8221;default&#8221; custom_padding=&#8221;20px|20px|20px|20px|false|false&#8221; border_radii=&#8221;on|1px|1px|1px|1px&#8221; border_width_all=&#8221;3px&#8221; border_color_all=&#8221;#ED1D24&#8243; border_style_all=&#8221;dashed&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p><span style=\"text-decoration: underline;\"><b>Here\u2019s How We Did It:<\/b><\/span><\/p>\n<p><span>During the COVID-19 crisis, Red Thread supported IFMA\u2019s goals of maintaining membership growth while reducing budgetary costs.<\/span><\/p>\n<p><b style=\"color: #006c69;\">Despite a nearly 75% reduction in budget, IFMA\u2019s Membership department maintained a campaign cost cost-per-conversion of less than half the desired $50 goal, 3000%+ return on ad spend with an overall return on ad spend of 662%.<\/b><\/p>\n<p><span>For additional information about our collaboration, check out our case study on <\/span><a href=\"https:\/\/www.redthreadbrands.com\/case-studies\/ifma-mem\"><span>IFMA<\/span><\/a><\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=&#8221;1_2,1_2&#8243; use_custom_gutter=&#8221;on&#8221; gutter_width=&#8221;2&#8243; make_equal=&#8221;on&#8221; custom_padding_last_edited=&#8221;on|tablet&#8221; _builder_version=&#8221;4.18.0&#8243; _module_preset=&#8221;default&#8221; custom_padding_tablet=&#8221;0px||||false|false&#8221; custom_padding_phone=&#8221;0px||||false|false&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;1_2&#8243; _builder_version=&#8221;4.18.0&#8243; _module_preset=&#8221;default&#8221; background_enable_color=&#8221;off&#8221; custom_padding=&#8221;||||false|false&#8221; custom_padding_tablet=&#8221;30px||30px||false|false&#8221; custom_padding_phone=&#8221;&#8221; custom_padding_last_edited=&#8221;on|tablet&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text admin_label=&#8221;h3 &#8211; how maketing can support the %22after%22&#8243; _builder_version=&#8221;4.18.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h3><strong>How marketing can support the\u00a0\u201cafter\u201d <\/strong><\/h3>\n<p>According to a Harvard Business Review <a href=\"https:\/\/hbr.org\/2009\/04\/how-to-market-in-a-downturn-2\" target=\"_blank\" rel=\"noopener\">study<\/a> of marketing successes and failures during recessions from the 1970s and beyond, researchers found that consumer purchasing power resulted from feeling secure about their financial future and trusting that a company\u2019s services or products can benefit their\u00a0lifestyle.<\/p>\n<p>As the 2020 pandemic swept the nation (and world), individuals and businesses were afraid these challenges would quicken a global recession similar to the financial crash of 2008. 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gutter_width=&#8221;2&#8243; make_equal=&#8221;on&#8221; _builder_version=&#8221;4.18.0&#8243; _module_preset=&#8221;default&#8221; custom_padding=&#8221;0px||0px||false|false&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.18.0&#8243; _module_preset=&#8221;default&#8221; background_enable_color=&#8221;off&#8221; custom_padding=&#8221;||||false|false&#8221; custom_padding_tablet=&#8221;||30px||false|false&#8221; custom_padding_phone=&#8221;&#8221; custom_padding_last_edited=&#8221;on|tablet&#8221; custom_css_main_element=&#8221;display:flex;||justify-content:center;||align-items:center;&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text admin_label=&#8221;text&#8221; _builder_version=&#8221;4.18.0&#8243; _module_preset=&#8221;default&#8221; custom_margin=&#8221;||0px||false|false&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p>Still, this past year has proven challenging, with layoffs being an inevitable approach to keeping businesses afloat. However, just like the pandemic year and the recession of the early 2000s, there are several ways to market during a downturn and utilize marketing to help rebuild after a recession.<\/p>\n<p>When the economy turns around, the same key strategies (social media, watching the competition, marketing content, and analytics) can be used to elevate brands. Best practices like understanding new customer bases post-recession, surveying demographics, and consumer priorities take center stage in recession-proofing brands.<\/p>\n<p>Whether layoffs are made or not, most forward-thinking companies would share this advice: don\u2019t wait until the economy shifts upward to secure your customer base. Keeping up with marketing during a recession keeps vital tasks running so that companies can bounce back stronger than ever <i>after<\/i> the recession has passed.<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row use_custom_gutter=&#8221;on&#8221; gutter_width=&#8221;2&#8243; make_equal=&#8221;on&#8221; _builder_version=&#8221;4.18.0&#8243; _module_preset=&#8221;default&#8221; custom_padding=&#8221;0px||0px||false|false&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.18.0&#8243; _module_preset=&#8221;default&#8221; background_enable_color=&#8221;off&#8221; custom_padding=&#8221;||||false|false&#8221; custom_padding_tablet=&#8221;||||false|false&#8221; custom_padding_phone=&#8221;&#8221; custom_padding_last_edited=&#8221;on|tablet&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_icon font_icon=&#8221;&#x37;||divi||400&#8243; icon_color=&#8221;#ED1D24&#8243; icon_width=&#8221;100px&#8221; align=&#8221;left&#8221; _builder_version=&#8221;4.18.0&#8243; _module_preset=&#8221;default&#8221; animation_style=&#8221;slide&#8221; animation_direction=&#8221;top&#8221; animation_intensity_slide=&#8221;10%&#8221; global_colors_info=&#8221;{}&#8221;][\/et_pb_icon][\/et_pb_column][\/et_pb_row][et_pb_row use_custom_gutter=&#8221;on&#8221; gutter_width=&#8221;2&#8243; make_equal=&#8221;on&#8221; _builder_version=&#8221;4.18.0&#8243; _module_preset=&#8221;default&#8221; custom_padding=&#8221;0px||0px||false|false&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.18.0&#8243; _module_preset=&#8221;default&#8221; background_enable_color=&#8221;off&#8221; custom_padding=&#8221;||||false|false&#8221; custom_padding_tablet=&#8221;||||false|false&#8221; custom_padding_phone=&#8221;&#8221; custom_padding_last_edited=&#8221;on|tablet&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text admin_label=&#8221;conclusion&#8221; _builder_version=&#8221;4.18.0&#8243; _module_preset=&#8221;default&#8221; custom_margin=&#8221;||0px||false|false&#8221; global_colors_info=&#8221;{}&#8221;]<span>If you have the responsibility of making major adjustments in uncertain times, consider placing top value in marketing. Seek advice from value-driven experts like Red Thread (shameless plug) to keep your company on track. 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Quite possibly. Layoffs are happening en masse right now around the country. Crossing several industries \u2013 tech, digital publishing, service jobs, and small businesses alike are feeling the crunch of inflation and making tough decisions to downsize. [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":11374,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","inline_featured_image":false,"footnotes":""},"categories":[13,3,9],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v21.4 (Yoast SEO v21.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Marketing On, Marketing Off: How to Market in a Downturn | Red Thread Brands<\/title>\n<meta name=\"description\" content=\"The best way to market in a downturn isn&#039;t usually clear, but one thing is certain: don&#039;t stop marketing. 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