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The Marketing Minute: Staying Positive When the Market Isn’t

In today’s volatile electronics market, buffeted by tariffs, supply-chain shifts, and squeezed margins, it’s tempting to tighten belts and cut your marketing budget. But history shows us that the quietest brands get forgotten fastest. Staying visible is not a luxury; it’s a competitive advantage.

The data backs it up:

• During the Great Depression, Kellogg doubled its ad spend and saw profits grow 30%, while Post cut spending and lost share
• Harvard research shows brands that increase marketing during a recession grow sales 20% above pre-recession levels; those that cut see a 7% decline

I-Connect007 has a network of publications, including magazines, newsletters, books, and more, that reach decision-makers across the entire electronics manufacturing spectrum. We provide the channels, credibility, and consistency that keep your brand in front of the people who matter, especially when market conditions are challenging.

One mid-sized electronics components manufacturer working with us, for example, took that lesson to heart. While competitors went quiet during an economic slump, they stayed the course. They focused their message in our publications on reliability, consistent quality, and transparent pricing. They invested in webinars and thought-leadership articles, providing actionable advice on navigating economy-related challenges.

The result? They endured the downturn with only marginal losses and continue to grow, even as competitors contracted.

So, what can you do right now to keep your name out there? Follow these tips:

• Publish thought leadership content with books or white papers through I-Connect007. Share your expertise where engineers and decision-makers are already reading.
• Leverage targeted digital ad campaigns across our platforms to keep your message consistent and visible. (I’ll help you with that!)
• Stay present in industry news with articles and podcasts that reinforce your credibility.

The lesson is clear: If you disappear during a downturn, you’ll pay twice as much to get attention back when conditions improve. But if you keep showing up with the right message on the right platforms, you’ll be the brand people never forget they want to do business with.

Brittany Martin is the digital marketing manager at I-Connect007.