SPEND YOUR MONEY ON COACHING YOUR PEOPLE

JWT have just published, as ever from that excellent agency, a beautifully crafted paper on why you should spend money on advertising in a recession.

I don’t get the “spend-your-way-out-of-disaster” argument that JWT and Gordon Brown are putting about.

I prefer the McKinsey argument which simply says – whatever else you do survive; this is not a time for dogma; it’s a time for do-what-it-takes and looking after the cash.

And I should add to this looking after your customers – present, past and potential so as to avoid massive revenue fall-off.

Simply coach your people to be brilliant at customer service.

Make people feel good about you and your product.

There’s never been a more important time to coach your own people to help you survive.