the Oceans
In the light of the present economic climate, is it really advisable to keep on spending money on sales promotion? All of us ask ourselves this question as we chip away at our annual budgets. Some companies will batten down the hatches, but the more enterprising will squeeze as much as possible from any opportunity which presents itself. They may well walk out of this crisis, stronger and better positioned in the market than they were when the economy began to go into recession.
Some risk taking is required at the moment to challenge and break conventional rules. Financial and credit difficulties cannot condition our obligation to develop our Companies and assure their future.
Budget cutbacks are not the only solution even if some are required they are only palliative measures. There is no single answer and all sides of the problem must be studied. Over stressing about today can impede your visibility of the bigger picture.
Marketing effort should not be hindered by excessive cutbacks indeed they should be reduced as little as possible. In times of crisis new opportunities always arise and not just because Hillary Clinton says so.
Your competition is not sleeping; it is out there in the field looking for new customers. To present your products in the right place at the right time is a chance that should not be missed. The train of opportunity is fast and if you are not on it, the risk of being dismissed by your public as a company with neither present nor future is very high.
This is not a time for resting on your laurels or lagging behind. Whilst most Companies are tightening their belts, others, more intelligently are reducing costs in a more selective way, reacting in a weak market with greater promotional strength. Whilst they will attend less events, they will endeavour not to miss the most internationally recognized and consolidated of trade exhibitions.
This is why you cannot afford to miss the next World Fishing Exhibition-Vigo 2009
