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Marketing, in whatever guise, has always suffered from a poor reputation. It is often seen as nothing more than the cherry on top of the cake - it adds something, but what that is people aren’t too sure. And, so the thinking goes, when times are tough and finances are tight, will anybody notice if the cherry is no longer there?

Traditionally, the response has been a unanimous ‘no’. The head of marketing has been asked for – preferably on a silver platter – and told that all unnecessary expenditure is to be cut.

But, why should it be that marketing activity that was deemed wholly necessary just a matter of months before should suddenly be viewed unnecessary?

When a company makes the decision to appoint a public relations consultancy or plan an advertising campaign it is done for a very specific reason – it wants to sell itself, its products and services.

This can be done in any number of ways, whether through profile-raising advertising, product-led public relations campaigns or even the placement of in-depth articles that demonstrate its expertise in a particular field, but the intended outcome is the same – to raise awareness and increase revenue.

If the decision was made to undertake these activities at a time when the economy was fine, business was booming and there was plenty to go round, why put the kibosh on such activity when competition for the limited business that is still available is stiffer than ever?

Of course, at a time like this, money is tight and the cloth does needs to be cut, but any business keen to ride out the economic storm needs to look at the big picture and take into account the impact short-term measures will have on long-term strategy.

If a company that has actively promoted itself for a significant period of time suddenly ceases all activity, what message does this send out? The answer is simple. The company is in trouble.

And the customer reaction to this? Well, that’s as straightforward. If the company is in trouble then maybe we’d better use somebody else just in case these problems come to fruition during the course of the project we were thinking of doing with them.

And, even more worryingly, all of this can happen without there being the slightest hint of trouble at the company in question. Instead, it is based on perceived trouble and that is the crux of marketing.

Why should it be that marketing activity that was deemed wholly necessary just a matter of months before should suddenly be viewed unnecessary?

Daniel Kennedy

Businesses market themselves in order to be perceived in a certain light and if this light suddenly goes out then rumours will start to circulate, and competitors will quickly point out the old ‘no smoke without fire’ adage as they look to fan the flames and make inroads into a customer base that is seen to be ripe for the taking.

What then is the right marketing approach, given the current economic situation? First, keep it simple. Big, brash and expensive may do the job, but it is never to everyone’s taste, and is even less likely to be greeted favourably at a time when jobs are being lost. In contrast, a well-planned and well-executed ongoing campaign will communicate the right kind of message in a far more palatable fashion.

Second, consider what you can afford. For some this may include advertising campaigns that allow exact messages to be put across in eye-catching fashion. But not everyone can afford to go down this route, so take time to look at other options.

For example, if your potential pool of customers is relatively small then perhaps targeting them directly is the best and most cost-effective option.

Also, bear in mind that editorial is read and believed far more than advertising. And what’s more, it costs less to put in place a good media relations campaign that targets a number of publications than it does an advertising campaign focusing on just one or two key titles.

Finally, take great care when appointing an external marketing, PR or advertising agency. There are a lot of companies out there and the job of finding the one best suited to your needs can be hard.

Seek recommendations from clients, customers and even editors of the trade magazines you want to be seen in. Find out more about the contenders, have face-to-face meetings, get them to submit their ideas and only make the appointment when you’re happy with what’s on offer, what it costs and whether you feel confident in working with them.

There will still be those who argue that marketing is just the cherry on top of the cake and that they can do without it – especially at a time like this.

I strongly believe that those who hold this belief, and act on it, will be left to regret their decision when their unappealing cake is left on the shelf to go stale.