As margins remain thin and consumers continue holding tightly to their pocketbooks, many retailers are exploring ways to cut items from their budgets and save funds. One of the items often appearing on budgetary chopping blocks is marketing, as some retailers believe they can make do with less outreach in a recession.
During a recession, however, is when retailers should focus more intensely on marketing campaigns to compete more effectively for consumers’ dollars, note industry members. Luckily, not every marketing effort needs to cost big money to be effective.
There is a tendency among garden centers to want to save funds by scrimping on marketing “without realizing there is a vacuum of communications,” says Kurt Fromherz, owner of Sunrise Marketing LLC. Garden centers that stop marketing make themselves more vulnerable, because their competitors that continue to market gain market share, he says.
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