Marketing in tough times isn’t just possible—it can deliver powerful results.
I know this because I’ve done it. I’ve helped businesses market through three recessions, the prolonged austerity period in the UK, Brexit upheaval, the Covid-19 pandemic, and even the chaos of Liz Truss’s mini-budget. Each time, we didn’t just survive—we thrived. So, when I say this works, it’s not theory; it’s proof.
In this article, you will learn:
- How to focus your efforts on high-impact, cost-effective marketing strategies.
- Creative techniques to maximise results on a tight budget.
- The importance of trust and clarity in your brand’s messaging.
Let’s explore how you can market effectively, no matter the challenge.
Understanding Why Marketing Matters in Tough Times
When the economy tightens, many businesses instinctively cut marketing first. It seems logical—reduce spending where results aren’t immediate. But this approach often backfires. Staying visible while competitors disappear is an opportunity to grab attention and win loyalty.
Why Cutting Marketing Is Risky
Stopping marketing is like switching off a lighthouse during a storm. It saves energy short-term but leaves ships (your customers) lost. Without consistent communication, customers may assume your business is struggling or even closed. Worse, they may turn to competitors who stayed visible.
Example:
During the 2008 recession, brands like McDonald’s and Kellogg’s maintained their marketing efforts. McDonald’s launched affordable meal campaigns, while Kellogg’s promoted new products like Crunchy Nut. Both saw increased market share while competitors faded.
Takeaway: Consistent marketing keeps your business top-of-mind when customer trust is fragile.
The Psychology of Spending in Uncertain Times
During challenging periods, consumer spending changes. People prioritise essentials, seek value, and avoid unnecessary risks. Marketing that addresses these concerns resonates.
- Emphasise Value:
Show how your product solves problems or saves money. People are less price-sensitive when they see clear value.Example:
A local gym during Covid switched to promoting virtual classes. They highlighted convenience, safety, and cost-saving compared to in-person sessions. - Reduce Decision-Making Barriers:
Simplify the buying process. Offer free trials, money-back guarantees, or smaller product bundles. These reduce the perceived risk of spending.Example:
Netflix offered free trials early in its UK launch. The approach lowered customer hesitation, creating millions of paid subscribers.
Opportunities in a Changing Market
Tough times often shift consumer behaviour, creating new opportunities. Businesses that adapt quickly can gain an edge.
- Tap into Local Support:
People like supporting businesses in their community, especially during crises. Highlight local ties in your marketing.Example:
A small restaurant during Covid advertised its “family meal deals” using local produce. Sales increased as customers felt they were helping both the restaurant and local farmers. - Appeal to Emotions:
Challenging times heighten emotions. Messaging that offers empathy or a sense of togetherness can build loyalty.Example:
John Lewis’s 2020 Christmas advert focused on kindness during lockdown. The heartwarming story resonated deeply, even as budgets tightened.
Takeaway: Adaptability is essential. Look for shifts in behaviour and meet customers where they are.
This foundational understanding sets the stage for actionable strategies in the next section. You’ll learn where to focus your marketing for the biggest impact, even on a tight budget.
Focusing Your Marketing for Maximum Impact
When resources are tight, you must focus on what works best. Certain marketing strategies consistently deliver strong results even during challenging times. The key is knowing where to concentrate your efforts and budget.
Prioritise High-Return Marketing Channels
Not every marketing channel is created equal. Some offer better results for less money. Choose channels where you can measure success and directly connect with your audience.
- Email Marketing:
Email remains one of the most cost-effective channels. It’s personal, measurable, and gets results. Focus on quality over quantity—send messages that are relevant and engaging.Example:
A local café struggling during Covid used email to promote takeaway services. They included offers like “10% off your first order” and saw a 30% sales boost. - Social Media:
Organic social media posts cost nothing but your time. Paid ads can be targeted to specific audiences, ensuring you don’t waste money on uninterested viewers.Example:
A small clothing boutique targeted ads at local users on Facebook. The campaign highlighted “shop safely with us” and doubled their foot traffic. - Google Business Profile:
GBP is a free tool that helps local businesses appear in search results. Keep your profile updated with opening hours, contact details, and offers.Example:
A plumber updated their GBP profile with “24-hour emergency repairs.” Their visibility increased by 50%, bringing new clients in tough times.
Leverage Existing Customers
Your current customers are your most reliable source of revenue. They already trust you, so keeping them engaged is cheaper than chasing new leads.
- Loyalty Programmes: Reward regular customers with discounts or perks. This encourages repeat business and builds goodwill.
Example:
A small bakery offered a “buy 5, get 1 free” card. Sales increased by 20% as regulars returned more frequently. - Referrals: Ask happy customers to recommend you. Offer incentives like discounts or freebies for every referral.
Example:
A local gym offered free classes for members who referred friends. Referrals accounted for 30% of their sign-ups during the offer.
Be Data-Driven, Not Emotional
It’s tempting to panic-cut everything during tough times. But cutting ineffective tactics and doubling down on what works is smarter. Use tools like Google Analytics or social media insights to track performance.
Example:
An e-commerce brand paused their low-performing ads and funnelled that budget into their best-performing products. This adjustment increased sales by 25% with no extra spend.
Practical Steps to Start Today
- Audit your current marketing efforts. Drop what’s wasteful and scale what’s working.
- Engage your existing customers with emails, loyalty rewards, and referral incentives.
- Refocus your resources on proven channels like email, social media, or GBP.
These steps ensure your marketing delivers measurable value while avoiding unnecessary costs.
