In the face of economic uncertainties, businesses often consider budget cuts as a survival strategy. However, one area that should remain steadfast is your marketing and print budget. As we step into 2024, it’s essential to recognize the pivotal role these expenditures play in maintaining brand visibility and fostering business growth, even during economic downturns.
In a slowing economy, the knee-jerk reaction for many organizations is to slash expenses across the board. While this approach may provide short-term relief, it can have detrimental long-term effects on your brand. Marketing serves as the lifeblood of your business, connecting you with both existing and potential customers. A recent marketing survey found 94 percent of small businesses have plans to increase their marketing budgets in 2024 keeping them in the 9 percent range after they had fallen to 6.4 percent in 2021¹. Cutting back on your marketing efforts means risking diminished brand awareness and reduced customer engagement.
Printed materials, in particular, offer a tangible and enduring way to connect with your audience. From business cards and brochures to direct mail campaigns, these physical touchpoints create lasting impressions. In a digital age, the tactile nature of print can set your brand apart, leaving a memorable mark in the minds of consumers. Consumers who receive print advertisements also tend to purchase more and spend more compared to those who did not receive a print advertisement. For example, A study found that those who received print advertisements purchased 28% more items and spent 28% more compared to those who did not receive a print advertisement³.
Maintaining a consistent marketing presence demonstrates resilience and confidence in your brand, fostering trust among your customer base. While competitors may be scaling back, your commitment to staying visible sends a powerful message about your dedication to providing value and maintaining relationships.
Investing in marketing during economic slowdowns also allows you to seize opportunities. With reduced competition and potentially lower advertising costs, your marketing budget can go further, reaching a larger audience at a more economical rate. Marketing strategies like direct mail, social media and email marketing go hand in hand. On average, businesses earn $36 for every $1 they spend on email marketing¹, that coupled with a direct mail campaign where you can receive a high response rate on average of 9%² is a great way to stretch your dollar.
As the economic winds shift, resist the temptation to cut corners on your marketing and print budget. Instead, view it as a strategic investment in the longevity and resilience of your brand. By staying the course and maintaining a visible presence, you position your business for success both in the current climate and as the economy rebounds.
Looking for a print & marketing partner? Our state-of-the-art printing services ensure exceptional quality and attention to detail, while our experienced team is dedicated to bringing your vision to life. From concept to delivery, we’re here to streamline the printing process, offering a one-stop solution for all your printed needs. Trust us to make every impression count – because your success is our priority!
#110 - 7808 132 Street
Surrey, BC V3W 4N1
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We acknowledge that our office is located on the treaty territory of the Tsawwassen First Nations and the unceded territory of the Coast Salish people, specifically the Kwantlen, Katzie, and Semiahmoo First Nations. We also acknowledge the Inuit and Metis Nations peoples who live and work on these territories.