Donald Todrin (photo, left), writing for the Entrepreneur section of BusinessInsider.com, has some advice for those businesses thinking of cutting their advertising budgets in tough times. Mr. Todrin says, "As we measure the degree of damage, or more precisely, reduced revenue and increased costs from the downturn, advertising spending tends to be one of the first cuts owners make. Yet this may be a great time to expand marketing to take a share of the market away from your competitors.
The key is marketing without little or no money through efforts like community engagement, referrals or sending a press release to local media. Another method is becoming a recognized expert who is called upon by media and other outlets to speak, write and lend your expertise."
See Mr. Todrin's "12 ways to become a recognized expert" here.