What to do during an economic slow down

I have a client who is in the construction industry and he recently told me that he just lost one of his biggest customers, about 40% of his business. Given this circumstance he wanted to pull back on some of the marketing projects we were working on. This knee-jerk reaction is not uncommon; often business owners feel the need to cut costs in slumping times and one of the first things that seems to be dispensable is advertising and marketing; however nothing could be farther from the truth. Cutting overhead expenditures is a good thing, but if you’re in business for the long haul, you actually want to increase your marketing efforts during the slow times. CLICK HERE to read the full article.