If the Economy Tanks, Do Not Let Your Marketing Program Go With It

摘要

COVID-19 has played havoc with the economy. No one knows where things will go. The only certainty is uncertainty. In a situation like this, or when the economy goes south for any reason, it is natural for businesses, including autobody repair shops, to wonder how the downturn will affect their revenues and what, if anything, they can do about it. As tough times grind down sales, it is almost a knee-jerk reaction for a company's management to tighten overhead and cut costs. It seems like a logical move. With fewer dollars coming in, you want fewer dollars going out. For most companies, that usually means cutting the marketing and advertising budget first. Why pay for all those ads, television and radio spots, and social media messages when customers are not spending?