So word on the street is Canadians are spending less – about 57% of us are cutting costs, according to a recent study by Bensimon Byrne. Who’s impacted most heavily? Women and homes with a collective income of less than $75K. Who’s most optimistic? Men and people under 30.

The instinctual draw for marketers to cut back during times of recession can be compelling. However, actual data indeed indicates that marketers that increase spend during recession periods not only maintain share, but see an average growth of 1.5 share points (PIMS). So what do you do to make these tough times work for you?

Rather than simply focusing on your current messaging, start focusing on giving the customer something that matters to them – as Jaffe says, marketing isn’t a campaign, it’s a commitment. Don’t compulsively cut prices to deal with short term fears (the long-term effects will only hurt brand perception, anyway) – instead, start thinking about ways to adjust your dollars so that they’re really targeting your customers in measurable ways.The recession of the early nineties was effectively responsible for the rejuvenation of below-the-line activities, and brands that took advantage of this saw success. Since this rejuvenation, below-the-line has become increasingly powerful – and the opportunities to hit an array of media are seemingly endless. So where do you start?

(1) Figure out where your customers fit into the recession panic. Understand their concerns and fears, and get to know how they expect their spending to change.

(2) Identify the gazillion-and-one ways you can hit them. Deliver a few day-in-the-life stories and see what they spend their time doing. Define touchpoint analysis based on this. Break those points into pre-sale, sale, and post-sale and make sure you’re paying enough attention to all arenas.

(3) Design programs that allow you to measure results. Start thinking about engagement. Start thinking about post-analysis. You start understanding potential return? You start really understanding your customers.

(4) Be innovative and entertain your hearts out – people who are spending less money are engaging in less use of the entertainment channel. They miss their laissez-faire selves.
Give them a little of that back by having fun with them, letting them play, and making them laugh. They’ll thank you for it now, and remember it well after the recession is over.