How to Market During a Recession

With every nightly newscast leading with a story about the nation's imminent economic doom, it's hard not to be discouraged about the coming months. If your industry has started to feel the pinch, your initial reaction as a business owner may be to scrap all unnecessary spending--starting with marketing and advertising.

But this article from Harvard Business School's Working Knowledge newsletter discourages that approach. Instead, it emphasizes retooling your campaigns with a more recession-friendly strategy. The eight tips offered here cover ideas like how it's more important than ever to research your customer (don't waste money marketing to the wrong person) and the need to emphasize family values (since we all tend to cozy up at home when we feel uncertain about our economic futures).