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When the stock market crashed in 1929, the most popular soft drink in America was something called Moxie. Faced with tough times, they slashed their marketing budget. But an upstart from Atlanta (with, ironically, quite a bit of moxie), decided to expand its marketing program. They traveled the countryside offering to paint farmers’ barns for free—as long as the side that faced the road also carried this message: Drink Coca-Cola.

Umm, have you had a Moxie lately?

Economic downturns are periods of opportunity that can be taken advantage of or which can take advantage of you.

Stay in the Game. By cutting your marketing activities, not only will you sell less than if you had kept your marketing steady but you’ll lose your core customers to your competition. That means you’ll have to spend more time, money and energy in the future to win them back.