The team: From left, Sheila Semos, Susan Tang-Petersen, Nick Minugh, Sharon Azab-Jones and Linnea Masters of AdVantage. *Photo supplied
The team: From left, Sheila Semos, Susan Tang-Petersen, Nick Minugh, Sharon Azab-Jones and Linnea Masters of AdVantage. *Photo supplied

FRIDAY, SEPT. 21: AdVantage has been in business for more than 19 years and we know that, in a recession, businesses close, people lose their jobs, and the overall standard of living suffers due to lower wages and higher prices.

But while some companies might choose to cut their marketing spending or do without it altogether, a recession also provides the opportunity for businesses to offer new products or to achieve higher visibility by maintaining their level of expenditure.

To use an analogy (adapted in part, from an article we read), imagine a close-knit neighbourhood, where Mr Wood, a retired schoolteacher, tends to his garden on a daily basis.

He uses sprinklers to water his lawn and feeds and prunes his plants to perfection, so something gorgeous is always in bloom. A few houses down, Joy (a single mom with two boisterous boys) has a garden that’s the scourge of the neighbourhood.

Though neatly mown, patches of grass are missing, and Joy loves her collection of wild cherry bushes and oleander trees.

Then, one day in July, a major drought causes the Premier to issue a ban on watering gardens. Mr Wood heads off-island to avoid the sad and sorry sight of a dying garden.

Janet however (who has never watered her garden), is determined to keep her lawn alive by using innovative ways to conserve water and she sprinkles her garden for 15 minutes each evening.

Meanwhile, other gardens are dying. People are starting to forget about Mr Wood, and Joy has taken advantage of the water shortage to be the owner of  the best garden in the neighbourhood.

When the water shortage is over, no one can catch up to Joy, who has even started growing her own vegetables.

When Mr Wood returns, he is so dispirited he takes up a new hobby — pottery.

This is exactly what happens in a recession. Which is why, at AdVantage, we believe in providing value for money and being cognisant of budgets.

We take our partnerships with our clients seriously and work hard to nurture our relationships so that we can produce strategic, creative and innovative campaigns to sustain and grow their business.

If you’re looking for ways to grow your business, call or e-mail us at Sharon@advantage.bm, or follow us on Facebook. Join our e-mail marketing list — after all, you might just find that idea you’ve been looking for.