As some sectors of industry scramble, and others make strategic plans to secure and reassure their existing customer base is not only maintained but expanded upon, one of the key budget subheads – marketing/communications – inevitably gets the chop. It is a sad fact that in 2020 many still undervalue the very combined activities that will enable industries to successfully scramble and successfully strategise their recovery.

A slight trim of this essential budget subhead is, I guess, unavoidable in the current climate, but a shut down is self-defeating. If your industry is not visible, not heard about, not read about then it becomes a question mark.

Tailor your budget yes, but keep the combination of marketing/communication activities that keep you visible and relevant going.