It was during the early 1930s (during the Depression) that Procter & Gamble Co. said, "We are going to market the hell out of our products, and we're going to do it on radio," (which was like the Internet of the time), "and we're going to sponsor these little dramas." That's how they came to be called soap operas. So (one lesson in downturns) is market, market. Don't cut back on marketing.

“Marketing is muscle, not fat. Be careful about cutting it. Just as the savviest investors view down markets as a time to buy when everybody else is selling, the savviest marketers know recessions are a great time to pick up market share. Cutting your marketing spending is a sure way to give ground to competitors who may be more aggressive during the downturn.”

“Besides offering demographic advantages, online or viral campaigns are often less expensive than splashy TV or radio advertisements, and the return on investment to can be tracked to the nickel!

“I am convinced that in tough times, your outreach program to your top existing customers needs to really kick into high gear. It is said in business that 20% of our customer list provides 80% of our sales revenue. You need to strengthen the value of the existing relationships within that 20%. If people are going to exercise more frugal spending practices, then you surely need to be top-of-mind when they decide to purchase”.

“Baby boomers are still spending money. Their kids are older, they still have some savings and marketers who chased youth and flagrant spenders are acknowledging once more that this generation isn't dead yet.”

“Green is taking a back seat to a new core value - value. The financial crisis we are experiencing changes everything. The success of products and brands is being reshuffled as consumers re-examine the choices they are making. Evaluate everything you are offering consumers to see how you can infuse the value of good value into your brand. And get as passionate about it as you've been about becoming green.”

In times like these, consumers don’t stop spending money. They just spend it more carefully - and only with companies and products that they are most comfortable with. The surest way to be one of the beneficiaries of the unique patterns of recessionary spending is by marketing aggressively and being more visible during these tough times.