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Marketing in a Trying Economy
 The Sacramento economy has changed. No longer is the money flowing freely, home values are still dropping, and all around faith in the economy pulling out of this downswing anytime soon diminishes as more and more money that we don’t have, is spent on those who should. The stock market is unstable and only companies that manufacture safes or alarm systems seem to be safe right now. The worry of an increase in crime makes people worry that we are headed for another recession if not worse.
But this market, such as what we are experiencing here in Sacramento, has happened in history more than once. Ten years ago there were threats of recession but as new technologies were introduced, consumer spending brought balance to the market. In the eighties the market ebbed as unemployment jumped up and unemployment reached an all time high. In the seventies the economy had a healthcare crisis and countless people lost jobs as they were replaced by more efficient mechanical equipment. On and on back well before the great depression the market has always had its ups and downs.
 But there was something important that happened during all of these economic downturns. It was during these times that more small businesses were started and the upturns took place in part because of the entrepreneurial spirit. Home computers started becoming household staples in 86 during the recession. Companies like Oracle, Kinkos, and many other companies which have now become internationally famous had their starts during economic downturns.
So why is it during the lows that many of these companies were able to establish themselves and grow while other businesses shrank or closed their doors altogether? The answer lays within a combination of circumstances. First of all, necessity is truly the mother of all invention, and that does not necessarily refer to a can opener. Necessity can be the need to provide for your family by finding an alternative source of income from the standard nine to five job, or taking stronger measures to sustain your business during the harder times. Great entrepreneurs truly rise to the top during times of great pressure.
Marketing is the key to survival and the ultimate success of businesses during these times. Many inexperienced business owners use markets like this to cut back on their marketing efforts. This is like thinking, “You know, I’m running out of food, but I’m not going to go get some.” A short time later you are left hungry and starving. The same principle in business is futile. By not getting your name out as much as possible, business will slip until you are left with a struggling business that isn’t being fed. Sacramento marketing should be picking up in harder times, not dying down.
 So decide which Sacramento business owner you are going to be; the one who starves to death or the one who knows they need to get to the store before becoming imaciated.
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