Kudos to Paul Dunay on MarketingProfs for this awesome post -- Statistics on Advertising During a Recession.
Among his data points worth noting...
A McGraw-Hill Research study of over 600 Businesses found that:
- 1981-1982 – businesses that maintained or increased their ad spend during the 1981-82 recession...
- Averaged higher sales growth during the recession and in the following 3 years!
- By 1985 – sales of the businesses that maintained or increased their ad spend during the 1981-82 recession...
- Had risen 256% over those that had cut back on advertising.
Likewise in 2001 – another study found that aggressive recession advertisers increased market share 2½ times the average for all businesses in the post-recession.
In 2002 – the Strategic Planning Institute illustrated that during economic expansion...
- Although 80% of businesses increased their advertising spend there was NO improvement in market share
- Why? - because everyone increased ad spending during the upturn.
The point to note ... as hard as it is to believe right now, the seeds of the next expansion are being planted in this midst of all the current chaos. What are you doing? If you're in the document, content, and records industry, how can we help? Drop me a note at johnmancini@aiim.org.
Check out the original post.
