The document outlines 10 common mistakes that marketers make during tough economic times. These include adopting a "bunker mentality" and cutting marketing, continuing messages as if nothing has changed, not closely tracking results to make adjustments, failing to meet customers where they are, marketing what they want to sell rather than what customers want to buy, not recognizing opportunities, letting expectations outgrow budgets, focusing only on new customer acquisition over retention, not listening to advisors, and not making public relations a bigger part of their efforts. The document argues that these are myths and marketers should continue and adjust their marketing during downturns.

1. The 10 Biggest Mistakes Marketers Make In Tough Times

2. 1. The BIGGEST mistake marketers make during tough times is adopting a bunker mentality. Myth: It’s a waste of time and money to continue spending on marketing during an economic downturn.

3. 2. During tough times, marketers make a mistake when they continue their current message as if nothing has changed. Myth: If I act as if nothing has changed, nothing will.

4. 3. During tough times, marketers make a mistake when they don’t closely track results with the expectation of making changes based on the findings. Myth: During a recession all bets are off and trying to track marketing is an exercise in futility.

5. 4. During tough times, marketers make a mistake when they don’t meet their customers where they are. Myth: Even in recessionary times, my customers are right where they’ve always been.

6. 5. During tough times, marketers make a mistake when they market what they want to sell rather than what their customers want to buy. Myth: I know what my customers want because they have a buying history with me.

7. 6. During tough times, marketers make a mistake when they don’t recognize an opportunity that presents itself. Myth: In a recession, opportunities are hard to come by.

8. 7. During tough times, marketers make a mistake when they let their expectations outgrow their budgets. Myth: I can safely cut back on marketing resources during tough times without doing long-term damage to sales.

9. 8. During tough times, marketers make a mistake when all their efforts and resources are directed at acquisition to the exclusion of retention. Myth: When times are tough, I need to concentrate on acquiring new customers to have any chance of surviving, let alone growing.

10. 9. During tough times, marketers make a mistake when they don’t listen carefully to the counsel of the advisors they are paying for. Myth: I need to be on a high level of alertness, ready to react to the changing market.

11. 10. During tough times, marketers make a mistake when they don’t make public relations a bigger part of their marketing effort. Myth: To prosper in a recession, I need to put all of my marketing resources into advertising and promotion.

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