To Cut or Not to Cut: The Importance of Advertising During a Recession

Looking to cut costs because of economic uncertainty? You may be tempted to trim, or even eliminate, your advertising budget. That’s a mistake. Advertising is essential for businesses of all sizes, and it’s even more important during a recession.

“When times are good you should advertise, and when times are not so good you MUST advertise.” ~All Advertisers of All Time

Here are three good reasons why advertising is so important during a recession:

1. Advertising Creates More Brand Awareness

Consumers who feel less certain about the economy may be less likely to try new brands. However, if they’re already familiar with your brand, they’re more likely to stick with you during tough times.

2. Ads Generate Leads for the Future

Even when consumers aren’t ready to buy right now, they may be more likely to give you their contact information if they’re familiar with your brand. This will give you a chance to stay in touch and reach them when they’re ready to buy.

3. Ads Drive New Sales

Even during a recession, some consumers still look to buy. By advertising your products or services, you can reach these consumers and convince them to buy from you.

How to Advertise Effectively During a Recession

Of course, advertising during a recession can be challenging. The cost of advertising may be higher, and the competition may be more intense.

But remember: Advertising is an investment. If you do it right, you can reap the rewards for years to come.

So, how can you advertise effectively during a recession? Here are a few tips:

  1. Rethink your relationships. Before you cut or reduce your advertising budget, take a close look at your current relationships with your media partners. Can you get more out of your investment? Are there ways to improve your media mix?
  2. Target specific people and accounts. Don’t waste advertising dollars on people who probably aren’t interested in your products or services. Instead, target your advertising to specific people and accounts that have the potential to grow your business.
  3. Refocus your messaging. During a recession, consumers focus on value. So, make sure to focus your advertising on the pain-reducing benefits of your products or services.
  4. Develop a plan to shift your media mix. You may need to shift your media mix to focus on more cost-effective channels, such as social media or search engine marketing. You may also want to consider developing a next-logical-purchase plan that moves beyond cross-selling or upselling.
  5. Get creative. There are a lot of creative ways to advertise on a budget. For example, you could partner with influencers or create content that goes viral. Don’t be afraid to think outside the box and come up with new and innovative ways to reach your target audience.
  6. Measure your results. It’s important to measure the results of your advertising so you can see what’s working and what’s not. This will help you make sure that you’re getting the most out of your advertising budget.

Following these tips can help you advertise effectively during a recession. By doing so, you can maintain brand awareness, generate leads, and drive sales. This will help you weather the storm and emerge from the recession stronger than ever before.

More Ways to Maximize Advertising Dollars During a Recession

In addition to the tips above, here are a few more things to keep in mind when advertising during a recession:

  1. Be clear about your goals. What do you want to achieve with your advertising? Do you want to increase brand awareness? Generate leads? Drive sales? Once you know your goals, you can tailor your advertising accordingly.
  2. Be patient. It takes time to build a successful advertising campaign. Don’t expect to see results overnight. Be patient and track your results over time.
  3. Be flexible. The economy is constantly changing, so you need to be flexible with your advertising. If something isn’t working, be willing to change it.

Advertising during a recession can be challenging. It’s also important. By following these tips, you can increase your chances of success. So, what are you waiting for? Start advertising today!

Nathan Woehr


Nathan works with Alex to maintain our servers and websites. He monitors sites for problems, backs up website data, and updates software to keep everything running smoothly and safely. He also builds some of our smaller websites. A Computer Engineering grad, Nathan enjoys programming & robotics on the side.

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Alex Woehr

Lead Developer

Need your site to handle a complex database, do tricks when you hover your mouse over a graphic, or go where no widget has gone before? Alex, our resident Code Jedi, explores the realm of tech possibilities. If a solution doesn’t already exist, he’ll build you a custom one.

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Will Haltiwanger

Account Coordinator

Will loves connecting with others in a way that truly understands who they are, where they are coming from, and where they wish to be going. As the Account Coordinator at 3Fold, he embodies this through his work in client services, ensuring that your needs are received, communicated, executed, and delivered in full, all while striving to build effective partnerships along the way.

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Mika Hearn

Digital Manager

With over eleven years of agency experience, Mika has worn many hats, including digital marketer, web strategist, and front-end developer. Mika uses her broad experience and interdisciplinary approach towards problem solving to arrive at successful solutions.

Mika is driven by a strong desire to deliver the best results and experience to clients, and to help move the needle forward on their endeavors.

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Ken Ratcliffe

Executive Creative Director

Ken’s been a creative director on three continents. He’s reported to everyone from author/CCO James Patterson to ad guru David Droga to comedian Jimmy Kimmel. While he’s done the whole “sitting-on-the-beach-in-Cannes” award thing, his real focus is on moving the needle, and he’s done that for some of the biggest brands in the world.

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Gustavo Nieves

Principal & COO

Gustavo is a serial entrepreneur and an accounting and operations specialist. Since 2006, Gustavo has owned companies in the IT, web, advertising, accounting, tax, and food service industries. At 3Fold, Gustavo oversees operations, finance, and accounting.

In his spare time, Gustavo serves on the board of directors for Community Works Carolina and the Sigal Music Museum and volunteers with the SC Hispanic Chamber of Commerce.

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Rommel Acosta

Operations Assistant

Driven by keeping things organized and watching projects develop, Rommel takes pride in managing projects that will benefit others. As the Operations Assistant, his goals include delivering on time and keeping the production team united during the process. While knowing the client’s expectations, Rommel makes sure communication is clear and resources are available for production.

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Josh McCarnan

Agency Director

Josh brings decades of experience to 3Fold’s leadership team. For more than 20 years, Josh has combined creative and strategic thinking, helping for-profit and non-profit organizations find their audiences and tell their stories with clarity. 

At 3Fold, Josh leads a team that excels at learning a client’s needs, understanding why the client is stuck, and helping create solutions that shepherd sustained growth.

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