A McGraw-Hill research study from 1980 to 1985 found that those businesses which chose to maintain or raise their level of advertising expenditures during the 1981 and 1982 recession had significantly higher sales after the economy recovered. Specifically, companies that advertised aggressively during the recession had sales 256% higher than those that did not continue to advertise.
The automotive environment does not always allow an operator the luxury of spending more in a down market, however, there is much to be said about “consistent spending.”
By spending your dollars consistently month after month, in the areas that will “create” the most traffic, you can fix a lot of areas of your business that seem to be have a lot of ebb and flow.
John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 140 professionals as owner and CEO of Strong Automotive.