Marketing in a Downturn: 6 Practical Strategies to Stay Ahead of the Curve
Marketing in a Downturn: 6 Practical Strategies to Stay Ahead of the Curve
In the midst of an economic downturn, businesses are often forced to make difficult decisions about where to cut costs. While marketing budgets may seem like an easy target, the question of whether or not to cut marketing spend is a complex and nuanced one.
On one hand, reducing marketing expenses during a downturn may seem like a logical way to save money. After all, if people aren't spending as much, why continue to market to them? However, this line of thinking is short-sighted and can lead to long-term damage to a business.
Firstly, cutting marketing spend can lead to a decline in brand awareness and sales, which may be difficult to recover from once the economy picks up again. Additionally, when marketing spend is cut, it gives competitors an opportunity to swoop in and gain market share.
That being said, it's important for businesses to be strategic about their marketing spend during a downturn. Investing in targeted, cost-effective campaigns that focus on ROI can help businesses weather the storm and come out stronger on the other side.
Ultimately, the decision to cut marketing spend should be weighed against the potential long-term impact on a business. While short-term cost savings may seem appealing, businesses that maintain their marketing efforts during a downturn are likely to be better positioned for success in the future.
- Focus on digital marketing: With more people spending time online, digital marketing offers a cost-effective way to reach a wider audience. Utilise social media, email marketing, and search engine optimisation to engage with customers and drive traffic to your website.
- Invest in content marketing: Create valuable, informative content that educates your audience and positions your business as a thought leader in your industry. This can include blog posts, videos, infographics, and whitepapers.
- Leverage email marketing: Email marketing is a cost-effective way to stay in touch with your customers and nurture leads. Use email marketing campaigns to promote your products or services, share valuable content, and offer exclusive deals or discounts.
- Build relationships with customers: In uncertain times, customers crave connection and authenticity. Use social media to engage with customers, respond to their feedback, and show them that you care about their needs.
- Target your messaging: Be strategic about the messaging and offers you promote to customers. Use data and insights to understand what your customers need and tailor your marketing messages accordingly.
- Embrace video marketing: Video is a powerful tool for engaging with customers and building brand awareness. Consider creating product demos, tutorials, or behind-the-scenes footage to showcase your brand in a unique and compelling way.
Remember, the key to success during a downturn is to be strategic, nimble, and focused on the needs of your customers. By utilising these marketing strategies, businesses can weather the storm and come out stronger on the other side.
So, the next time you're faced with the question of whether to cut your marketing spend during a downturn, remember: a balanced and strategic approach is key to navigating uncertain times.
Creating video content has never been more accessible — but that doesn’t always make it easy. Audiences expect authenticity and quality in equal measure, and too often self-recorded videos fall short on both. At Ranch Creative, we’ve been helping brands and communities unlock the potential of everyday storytelling — and it all starts with a few simple techniques. Whether you’re a marketing team, a business owner, or just someone who wants to get more confident on camera, there are practical steps you can take to transform your self-filmed videos from “rough and ready” to “scroll-stopping.” Framing and Lighting Your phone is powerful, but how you use it makes the difference. Place your eyeline a third from the top of the frame, fill the shot, and let natural light do the heavy lifting. Windows are your best friend. Spotlights above your head? Not so much. Sound Matters Audiences will forgive average visuals, but never bad audio. A lapel mic — which you can pick up for under £60 — instantly boosts quality and keeps your content feeling professional. Be Yourself, But Prepared The best on-camera delivery feels natural, but it doesn’t happen by accident. Bullet points, prompts, and a clear structure will keep you on track. Remember: slower than you think, smile, and talk to the lens like it’s a friend. Tools That Work Harder for You From free editing apps like CapCut and InShot to gimbals and compact lighting kits, small investments go a long way in levelling up your content. Why It Matters Content creation is always evolving, but the core remains the same: connection. By empowering your team (or your community) to record and share authentic stories, you create content that resonates, travels, and builds trust. We’ve pulled together our Self-Recorded Video Workshop into a handy guide, packed with practical tips, pro insights, and easy wins you can action today. 👉 [Download the free guide here] Because better self-recorded video isn’t about perfection — it’s about telling your story with clarity, confidence, and impact. Would you like me to also design the blog layout (with subheads, pull quotes, and call-to-action styling) so it matches ranchcreative.com’s look and feel?
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With a decade of experience in marketing fostering services and a commitment to social value enterprises, we set out to create something truly unique, a campaign shaped by the voices of children in care. Here’s how we turned a vision to produce an authentic and truly original campaign into reality. Co-Producing with Young People and Essex County Council At the heart of this project was our commitment to ensuring that children in care had a direct role in shaping the message. Through close collaboration with Essex County Council’s Fostering Services, we worked under safeguarding guidelines to engage young people in a meaningful and safe way. Their insights and lived experiences were invaluable in creating an authentic campaign that truly reflects their journey. The Vision: A Film Inspired by ‘Real Experiences’ Working with the Essex Fostering team, we developed a compelling short film that aims to resonate with potential foster carers and the wider community. The film captures the emotional transition of a child entering foster care, from initial anxiety to a newfound sense of belonging. We’re so proud of the finished product, and even more so of the children involved in the process. The Creative Process To ensure authenticity, we followed a structured approach: Workshops with Children in Care : Gathering real life experiences and emotions to inform the narrative. Script Development : Transforming their insights into a powerful and relatable story. Storyboarding and Direction : Designing visuals that capture the highs and lows of a foster care journey. Production : Bringing the vision to life with a high-quality, emotionally compelling film. Final Delivery – The campaign is now live, ready to be shared across various platforms. A Journey Told Through 'Sarah' The film follows the journey of 'Sarah,' a young girl entering foster care. Her emotions evolve throughout the story: Fear and Uncertainty : Feeling like an outsider in a new home. Hesitation and Adjustment : Small gestures, like having her name on a bedroom door, helping her settle. Belonging and Acceptance : Realising she is truly part of a family. A New Chapter : Reflecting on the significance of her foster family's support. Why This Matters This campaign isn’t just about storytelling; it’s about representation. By co-producing this film with young people who have experienced care, we’ve created something that is not only impactful but also deeply personal. Their voices shaped the narrative, making it an honest and heartfelt portrayal of fostering. What’s Next? With the campaign now live, we encourage everyone to share this film and help spread awareness about the importance of fostering. Essex County Council’s Fostering Services continues to seek compassionate individuals who can make a difference in a child’s life. We are incredibly proud of this collaboration and grateful to the young people who helped bring this project to life. Their courage and openness have made this campaign truly special.
At RANCH Studio we like to think of ourselves as more than just an e-commerce photography studio: we’re partners in storytelling for brands that want to make an impact. For clients like Simian Saboteur , who needed to move quickly, the fact that they could easily navigate our site, get a clear idea of cost, time frames and style before they even spoke to us, was invaluable. Who wants to waste time meeting photographers and studios who are incompatible with budgets, personalities and styles?
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