Now is the time. Those who dare to invest in a recession are more often the winners when the market recovers. But there are still those who hesitate, postpone important decisions until ”later” or wait with that special campaign.

Don’t be one of those also-rans – continue to develop your offer. It’s when your competitors cut down on their advertising that you can make a bigger impact. All it takes is courage, an eye for new possibilities and being smart about how to use your resources.

You can explore, for instance, how to build your brand with social media. Or how to create a stronger relationship with your current customers. Keep up to speed with what your competitors are doing, and then do the opposite. Just like Kellogg’s did in the middle of the 1929 crash. When their competitor Post cut down on advertising, Kellogg’s increased theirs, gaining a lead that still lasts. A more recent example is Dell, who during the recession in the nineties increased their marketing budget by 300 percent, taking their business to a new level.

No matter what you invest in, it’s important to build some momentum and not wait for the economy to turn around. Because turn it will – some say it already has. The average recession lasts about 11 months. The longest we’ve had during the last 50 years lasted for 16 months and the shortest for 7. From that point of view it’s not really interesting how long this recession will last. The question is more: What should you do to be first out of the blocks?