3 Reasons Not to go “Dark” During a Recession

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As we step further into a recession, accompanied by high inflation and continued supply chain disruptions; marketers are being forced to cut budgets and expected to do more with less. This leaves only difficult decisions as you navigate these challenging economic times while still delivering value to the brand.

Often, the knee jerk reaction during uncertain times is to cut marketing spend. But, going “dark” during a recession will have long term negative impacts on your business:

Loss of brand awareness

When  times are tough, consumers become more cautious about their spending habits. This means that they may be less likely to buy from brands they aren’t familiar with. By maintaining your marketing efforts during a recession, you can keep your brand top-of-mind for consumers. This can help ensure that your brand remains relevant and recognizable, even when people are cutting back on spending.

Miss out on reduced competition

During a recession, many brands cut back on their marketing efforts. This can create a vacuum in the market, leaving an opportunity for brands that continue to invest in marketing. By maintaining or even increasing your marketing spend during a recession, you can take advantage of this reduced competition and increase your market share. This can help your brand emerge from the recession stronger than ever before.

Decrease long-term growth

While cutting marketing spend may provide short-term cost savings, it can hurt your brand’s long-term growth prospects. Marketing is essential for generating new leads and acquiring new customers. By reducing your marketing spend, you may be limiting your ability to attract new customers and grow your business in the future. By maintaining your marketing efforts during a recession, you can ensure that your brand is well-positioned for long-term growth.

For more than a decade, Keen has worked with hundreds of companies and proven that brands that continue to spend during difficult times are at a competitive advantage to those who went dark. 

Get Keen and answer the following questions:

  1. If I have to cut my budget, where, when, and how much should I cut while still remaining profitable?
  2. How should I adjust my spending in order to still hit my targets?
  3. How much do I need to spend to maintain a competitive advantage?
  4. How do I account for changes in consumer demand and behavior associated with inflation and a recession?

Cutting marketing spend during a recession may seem like a good way to save money, but it will actually hurt your brand in the long run. By utilizing the Keen Platform to inform your marketing efforts, you can maintain brand awareness, take advantage of reduced competition, and generate long-term growth for your business. 

Keen to know more? Check out the “How to win in a down economy” blog to get additional tips on how to improve your job security and stay profitable during a recession. 

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