THREAD: Some thoughts on increasing ad spend during a recession.

1) Investing in a downturn is not intuitive and therefore requires most marketers make an unpopular proposal during hard times.

BTW - link that inspired: https://www.marketingweek.com/mark-ritson-marketing-spend-recession-coronavirus/

2) Marketing is still looked at as an expense (rather than a growth engine) in most companies. This means CMOs are (often unfairly) listened to skeptically in the first place. So, making an unpopular proposal is personally risky.

3) However, every study shows the results, and i think there's a middle ground that's not being considered.

4) First, media consumption is way up and people are on high-alert/emotional at the moment. I believe this means eyes and ears are more open to messaging now than ever.

5) Even for brands whose business has gone to zero/near zero (hotels, theme parks, sports, etc.,) if they can afford it, having ANY voice in market right now with a good message - i think - will have disproportionately positive impact down the road.

6) All this to say, just like buying stocks in a falling market, it's counter-intuitive but those who can stomach it in any amount will be better off than those that can't.

UPDATE: This is exactly what I'm talking about. Marriott CEO specifically calls out having cancelled all advertising (specifically brand) as a line item that would feel unacceptable not to cut at a time of layoffs and paycuts.

So, as a (fairly impressive) CEO, he's straight up telling his stakeholders (investors, customers, communities, employees) that Marriott is not taking a balanced look at the future.

I get it emotionally. I do. But there's also a chance that competitors win in the backside.