Was September a bumpy ride or what! The economic challenges that presented themselves in the middle of the month caused many in the creative industry hold their breath. Why? Creative, sometimes perceived as fluff, often is the first to get the ax when leadership reevaluates budgets. I can appreciate this. After all, it would be foolish not to reconsider costs in reference to benefit in times such as ours. Â
Here’s the thing, often times budget cuts are made with an axe instead of a scalpel. I highly recommend the scalpel when it comes to the tweaking of a creative budget. No creative, is just that, no creative. A whole lot of of nothing will surely yield a whole lot of nothing. In a tight economy, this is never good. If you are one of the many taking a look at the bottom line, take this opportunity to evaluate what is working for you as far as marketing and creative... keep your dollars there. If other projects aren’t yielding the results you had hoped pull back and take the time to discuss a new, fresh approach. The new approach might very well be the best approach.
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