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Starting Up: Tough times are the right time for an integrated marketing plan

One of my favorite mantras is, "The greatest fortunes are made in down markets." A reason for this is that as an economy decelerates, the cost of goods and services required to build a company correspondingly decreases. Among these costs are the media space and advertising services required to market your company.

Savvy marketers know that during a recession, their competitors will reduce marketing expenses, thereby creating an opportunity to grab market share at a relatively low cost. While advertising costs are down today, over the past few years media options have grown exponentially and become more sophisticated. So you should take this downturn as an opportunity to refurbish your marketing strategy.

Katie Bergerud recently relocated from Seattle to join Balihoo http://www.balihoo.com in Boise, where she is director of media buying. She can be reached at [email protected]

Full Story: http://www.idahostatesman.com/business/story/680124.html

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