How to Get 40% More Visibility for the Same Budget
When competitors go quiet, your brand can dominate the spotlight.
Downturns aren't just challenges, they're opportunities in disguise.
While many brands retreat, those that stay visible can capture disproportionate attention at a fraction of the usual cost.
The Opportunity: Lower Costs, Higher Impact
When competitors cut their marketing budgets:
Ad inventory becomes more affordable.
Your brand's share of voice increases.
Customer acquisition costs decrease.
Studies show:
CPCs can drop by 20–30%.
CPMs can decrease by 25–40%.
Cost-per-lead can fall by up to 40%.
This means your marketing dollars go further, allowing you to maintain or even increase visibility while spending less.
Real-World Examples: Brands That Seized the Moment
1. HomeGoods:
Embracing Digital Transformation
Faced with declining in-store traffic, HomeGoods launched a comprehensive digital marketing campaign.
SEO Optimization: Targeted high-intent keywords to improve organic search rankings.
Social Media Engagement: Leveraged platforms like Instagram and Pinterest to showcase products and inspire customers.
Influencer Collaborations: Partnered with home décor influencers to reach new audiences.
Result: Significant boost in sales and enhanced brand awareness. LinkedIn+1Architectural Digest+1
2. Wayfair:
Strategic Promotions Without Profit Loss
During a market slowdown, Wayfair increased promotions without hurting margins.
Supplier Partnerships: Collaborated with over 20,000 suppliers who covered most promotional costs.
Customer Behavior: 70% of revenue during promotions came from non-discounted items.
Result: Maintained a gross margin above 30% and increased market share relative to competitors. WSJ
Key Takeaways
Visibility is more affordable during downturns. Reduced competition lowers advertising costs.
Strategic marketing can lead to market share gains. Brands that maintain or increase visibility often outperform competitors.
Adaptation is crucial. Tailoring your marketing strategy to current consumer behaviors can yield significant returns.
Next Up: We'll explore the "Downturn Domination Formula", a three-part strategy to help your brand thrive when others falter.
📅 Interested in how your brand can capitalize on these opportunities? Schedule a strategy call