Exhibitions make a big call on marketing budgets once space, design, give-aways, shipping costs, travel, accommodation and entertainment are factored in. Not to mention the time and organisational effort that prevents other marketing work being undertaken for a while. And yet it is rarely challenged by senior management. Not considered as an economy in difficult times. Interestingly it is seen as a potential economy by visitors. No, the reason is simple - fear of competitive gossip if the company does not exhibit. Interestingly recent research reported by Marketing VOX has discovered a similar sentiment with respect to advertising - or lack of it. "More than 48% of US adults believe that a lack of advertising by a retail store, bank or auto dealership during a recession indicates the business is likely struggling, according to a study from Ad-ology Research." Although it may seem a negative driver, continuing a strong marketing presence during a recession can be a very positive response. But only if the marketing investment is carefully targeted, co-ordinated and relevant to achieving the business plan. During difficult times the marketing plan may need to be reviewed, priorities changed and tactics refocussed, but even in these unprecedented times businesses are still trading and customers are still buying. It is easy to believe that everything has stopped. It hasn't.
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