The best way of convincing ourselves to continue to spend marketing dollars in a recession is by thinking of brand management as a sustained effort where returns are cumulative and compounding.
Building brand equity can be thought of in the same way as building a retirement fund - slowly and cautiously.
What is the best way to spend those scarce dollars?
On your website of course.
What better time then now to find a "hungry for work" website developer and negotiate your best price ?
No time. There's no time like the present to put forth your best "web face".
Not going to be able to hire a student this summer to take phone calls, change your voice mail to redirect clients to the website for more FAQs and other useful information. By the time you have returned their call, they are ready to make the booking.
Better yet, include online reservations into your site and the bookings will come to you.
Make sure your website reflects your brand to the best of it's ability.