When the economy is tough management's first response is to reduce marketing budgets. What management sometimes forgets to remember...... that during any period of economic downturn your best customers become someone else's best prospects. When you stop inviting them to do business with you, a more aggressive competitor may become much more attractive.
According to Nancy Schwartz author of Effective Marketing "It may seem right (politically) to accept the managements decision to slash your marketing budget, but it's the wrong move to make. In the long run, accepting a significant budget cut will harm your organization"
"No program succeeds without participants; no service lasts without users; few organizations stay healthy without a strong donor and volunteer base -- and marketing is the way that these groups are reached, engaged, retained and motivated to act. Challenge your organization's leaders NOW if they're shying away from investing in marketing. If they do, your organization will really suffer long term. That's what you have to point out -- as diplomatically as possible. And far better than just talking about it, you have to prove it. Rather than taking a defensive position when faced with budget cuts, proactively respond to your leadership's challenges."
So how can you defend your marketing budget, and make your customers experience exceptional.