Economic slowdowns are a reality check for brands. For many marketers, the gut reaction is to cut ad spend and “wait it out.” But let’s be honest: that’s not just a retreat—it’s leaving opportunity on the table. Call it what it is: a rookie mistake.

I don’t play football (so forgive the metaphor), but this is the time to switch to offense. Want to gain market share and set your brand up for long-term success?

If you want to own market share and position your brand for long-term wins, now’s the time to get strategic.

Marketing Opportunity in Economic Downturns

1. Silence Is an Open Invitation

When your competitors cut back on their ad budgets, the noise level in your category drops. What does that mean for you? An open stage to own the conversation. This is the moment to reframe your brand, launch that new product, or double down on your positioning. If you want to dominate, this is the window.

Look at Toys “R” Us during the 2008 recession. The toy giant cut back on advertising and failed to adapt. Meanwhile, Amazon ramped up its efforts, introducing products like the Kindle and expanding its foothold in toys and other categories. The result? Toys “R” Us lost relevance, while Amazon became the category king (source).

2. Advertising = Stability

During uncertain times, consumers want one thing: stability. They’re watching what brands do, and consistent advertising signals strength and reliability. It tells your audience, “We’re here, we’re solid, and we’re not going anywhere.”

3. It’s a Buyer’s Market

Ad rates drop during recessions, creating a buyer’s market for brands that are paying attention. Your dollars go further, and you can secure premium placements at a discount. This is where smart marketers shine: by investing when others are retreating.

4. Protect—and Grow—Your Market Share

Let me be blunt: when you go dark, your customers forget you exist. Reducing ad spend risks losing share of mind and market, not just in the moment but for the long haul. Research consistently shows that an increase in “share of voice” leads to an increase in “share of market”—and profits.

5. Short-Term Sales, Long-Term Wins

This isn’t just about future gains. Certain ad strategies, like direct mail, drive short-term sales growth even during downturns. But the real prize is the long game: brands that stay visible emerge from recessions stronger, with deeper customer loyalty and greater market share.

Bottom Line: Attack, Don’t Retreat

Cutting ad spend during a slowdown is like selling your stock portfolio when the market dips—it might feel safe in the moment, but it’s a terrible long-term strategy. Smart marketers know slowdowns are an opportunity to outmaneuver the competition and strengthen their brands.

This is where courage and clarity pay off. Play offense, dominate the conversation, and position your brand to win when the economy rebounds.