HOW TO MARKET YOUR BUSINESS DURING A RECESSION | MARKETING MYTHBUSTERS
The speaker challenges the common belief that marketing should be the first budget line cut during a recession. He introduces the concept of Excess Share of Voice (ESOV), explaining that when competitors reduce their marketing spend, a business that maintains or increases its own marketing can capture a larger share of voice. Because share of voice is closely linked to market share, this amplified presence positions the company to “turbocharge” its effectiveness once the economy recovers. The core advice is to resist cutting marketing spend in a downturn, even if it means making personal sacrifices elsewhere.
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