To invest your money, it is good to remember a smart advice “market today for tomorrow”. Many people think that in tough time they should stop marketing with a reason that advertisement is useless as no one is buying. The other companies stop marketing as they are able to sell like crazy with a reason advertisement is not needed because the companies cannot handle any more their businesses. Both are common views that actually need to be corrected.
In fact advertisement is just one narrow kind of marketing and the later is more about sending messages. There are a plethora of avenues to send messages: customer services, advertising, quality, association, awards, sponsorship and more. It is more about long term investment.
When you face selling crisis, you need to search out new markets, improve selling skills, be systematic and offer more value. Marketing is about preventing fires of tomorrow. The results of what you do today will be paid off in several weeks, not instantly. Therefore, you should sell immediate. You have to crank-up the selling efforts when times are slow. It is all worth it only if people want to be exist in the business for many years from now.