At times like these, marketers are often faced with difficult choices about the best options towards ways of utilising what has been provided for various aspects of marketing in the budget. Wise moves dictate that controlling costs are vital during times of recession, as not providing for needful marketing activities could be suicidal to the company. Alex, I perceive you must be in a position to influence or determine who leaves or remains in your organisation at these times, when merely observing several premises in many parts of Lagos that used to be vibrant with business activities now obviously show signs of non-habitation.

You’ll agree with me that not too long ago, when companies and mainly banks around were posting all forms of profits (real and “paper”), there was the clamour to expand the sales force and remain vibrant in various facets of marketing. It seemed then that most job openings were for “marketing executives”. Now that the tide has changed, in most cases companies not only drastically reduce the strength of these sales force, some even refrain from marketing activities completely. Let me use one word to describe any move to slash or even emasculate marketing – MISTAKE.


Typically, during hard times it seems a norm to slash advertising budget, for example, in line with a ‘mantra’ of cost cutting. Such often yields regrettable consequences later on. To my mind, a recession is both a threat and an opportunity. Where a company lowers its advertising budget while its competitor increases, it is a recipe for its brand to perish.

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I concur!