I came across a good article on advertising during a recession. It talks about how companies can grow during a downturn and how companies like GM, General Electric, Ford, Exxon Mobile and others were started during poor economic times.

The part of the piece I most enjoyed, however, was when they mentioned Hyundai Motors America and how they have grown in this recession. Their VP of marketing said: “And consumers look at us differently because of the offer.”

As a measurable marketer it’s nice to be vindicated for something that’s been preached for years. Assuming you know your target audiences, the offer is the most critical component of any campaign. Why? Because it defines the relevancy that’s required in this over-communicated, less-than-robust day and age.

It goes on to state: “Today’s digital marketing options change the game in myriad ways. Online marketing campaigns are less expensive, more targeted, and more personal, not to mention that it’s easier to measure return on investment in the digital world. It also means that the era of the annual planned marketing budget is over. Marketing, which has always been a sort of performance art, has become more improv as teams learn how to test and adjust, test and adjust.”

So what’s the delay? Go ahead, start testing offers right now. Once you do and your bottom-line prospers, you can buy me a beer the next time you see me. I look forward to hearing your success story.

Grant A. Johnson