Every market condition provides opportunity. We’ve discussed, many times already, the obvious opportunity to increase your market share while your less informed competitor pulls way back on their marketing. But, some opportunities provide for increased revenue immediately.

Last November, we wrote about the common marketing mistake of accepting a sponsorship package ‘as is’ without customizing it to complement your marketing strategy. As event sponsorships continue to grow in popularity, we are compelled to reiterate some points.

You may recall from our November ’07 issue of Good Vibrations that we suggested that Braum’s could drastically improve their sales by merely providing better customer service. Here’s validation to that sentiment:

In 2000 we issued a white paper on the benefits of marketing during a downturn in the economy. Finding the research to support our theory was more difficult than we thought it should have been. But, this time around it appears that the best and smartest marketers of national brands are on board with our claims.

While the Midwest seems to remain isolated from the pending recession that is affecting both coasts, there is a lesson to be learned about how and why to market during a downturn in any industry. Several years ago we published a white paper on the subject that was based on exhaustive research on how companies fared after a recession.