Tariff hikes and supply‑chain disruptions can squeeze margins and rattle buyer confidence, even if we’re not officially in a recession. History teaches us that the most resilient brands double down on marketing to gain share and emerge stronger.
Below are five proven strategies—each illustrated with real‑world context and distilled into a clear takeaway for marketers.
1. Hold Your Share of Voice When Others Pull Back
During the 1990–91 U.S. recession, McDonald’s slashed its ad budget by roughly a third after suffering its first same‑store sales decline in decades. Pizza Hut and Taco Bell saw an opportunity: by maintaining—or slightly increasing—their marketing spend, they launched high‑impact campaigns like Pizza Hut’s “Book It!” school rewards program and Taco Bell’s bold value messaging. Within a year, both chains added market share while McDonald’s flatlined, proving that visibility in tough times can translate directly into competitive advantage.
- Marketer’s takeaway: Benchmark your competitors’ ad cuts and ensure you maintain or grow your share of voice in the channels that drive the highest ROI.
2. Lead with Value‑Driven Stories
In the depths of the Great Depression, Kellogg’s doubled its advertising budget between 1930 and 1932 and introduced Rice Krispies in 1934, backed by the iconic “Snap! Crackle! Pop!” campaign. While many cereal brands retrenched, Kellogg’s not only sustained sales but increased profits by 30%, overtaking Post. Their success came from framing cereal as an affordable daily delight, delivering both comfort and value to cash‑strapped families.
- Marketer’s takeaway: Shift your narrative to emphasize how you shield customers from tariff‑driven cost increases, using real customer stories and data to reinforce your value proposition.
3. Invest Heavily in Measurable Channels
During the 2008 financial crisis, most automakers cut marketing budgets, but Hyundai increased U.S. marketing by 12%. They combined high‑visibility TV sponsorships (NBA, NFL) with aggressive 0% financing promotions, then pivoted quickly based on real‑time performance data. The result was a surge in market share and Ad Age’s “Marketer of the Year” recognition.
- Marketer’s takeaway: Reallocate at least 25% of your traditional spend into digital channels—paid search, programmatic, paid social—where every impression, click, and conversion can be tracked and optimized in real time.
4. Expand Beyond Domestic Constraints
As U.S. same‑store sales dipped in 2008, Starbucks aggressively expanded overseas, opening over 1,000 new stores in China between 2008 and 2010. They tailored menus and marketing to local tastes, and Asia Pacific revenues jumped 25%, offsetting domestic pressures and fueling global growth.
- Marketer’s takeaway: Identify one adjacent market or niche—geographic or vertical—and launch targeted digital campaigns (webinars, localized LinkedIn content, multilingual YouTube videos) to diversify revenue streams.
5. Cement Your Expertise Through Original Research
During the 2008–09 downturn, Xero invested heavily in its annual Small Business Insights report, and Pushpay doubled its webinar series and customer success videos. Both saw brand awareness soar and customer acquisition costs fall, as prospects came to view them as the definitive authorities in their fields.
- Marketer’s takeaway: Commission a proprietary study or whitepaper (e.g., a “2024 Tariff Impact Analysis”), then amplify it via webinars, social snippets, and trade publication guest posts to build a content-driven moat.
Conclusion: Turning Turbulence into Triumph
Tariff‑driven uncertainty tests every line in your budget, but it also rewards strategic boldness. By holding share of voice, leading with value stories, investing in performance channels, expanding wisely, and investing in original insights, you’ll not only weather uncertainty but capture market share and build long‑term advantage.
