When the economy slows down and everything starts to feel uncertain, the first instinct many companies have is to tighten up and pull back. And the question always surfaces: "Should we cut our marketing? Should we stop showing up until things get better?"
It's a natural reaction. However, historically, it's also the one decision that hurts businesses the most, especially when things finally turn around.
"I know it may sound counterintuitive, but here's the truth: The businesses that stay present during turbulent times are the ones people remember when the sun shines again," says Sahid Nahim, the founder of New Bloom Solutions.
What history actually tells us
"Stopping advertising to save money is like stopping your watch to save time." — Henry Ford. This isn't just a motivational line from a famous person; there's real data behind it.
According to Nielsen, companies that "go dark" during economic downturns don't simply pause their marketing efforts; they fall behind. Their revenues continue to decline, and it often takes 3 to 5 years to regain lost momentum.
Conversely, brands that increase or maintain marketing during recessions consistently gain market share over the long term. Those who cut back rarely recover that lost share.
Moreover, in uncertain times, marketing becomes even more valuable — the cost of attention drops as the market grows quieter, creating a unique opportunity to raise visibility.
So, when uncertainty and fear amplify noise around you, staying visible helps your brand stand out—calmly, steadily, and with clear purpose.
A personal story from Sahid Nahim
"When I started New Bloom Media, it was brand new, barely one year old, and I had just started working with Berkeley Florist Supply (a Miami business with more than 60 years of history).
"Then COVID-19 hit.
"Almost everything was shut down. Nobody knew what tomorrow would look like. Berkeley had to close its doors for the first time ever. I didn't know what would happen to my business either, but at the very moment something inside me said, "If everything feels uncertain, the worst thing we can do is disappear."
"So I decided to show up, but how?
"I went on Instagram Live.
"I interviewed people. I checked in on the community. I shared updates. I showed faces. I kept the conversation going and also doubled down on our Instagram and Facebook ads.
"I showed up every single day.
"I did not sell anything.
"We remained steadfastly present—we offered entertainment, education, assistance, and inspiration. We simply continued to show up as humans who were there during the most challenging period.
"And do you know what unfolded after that? When Berkeley reopened, the community showed up — in person, online, in orders, in support.
"That moment changed everything for me.
"It taught me that being present, your utter presence, is sometimes what your community needs. You don't even have to be perfect, so show them you are there. Showing up doesn't require perfection."
© That Flower FeelingSahid Nahim, Founder of New Bloom Solutions
Why presence matters when times feel tough
"When the market slows down, our customers don't want to see more promotional campaigns or advertisements. What I learned is that, most especially during downturns, they often look for authentic connection, something that builds trust, conveys transparency, and promises consistency," says Sahim.
As an observation, consumers naturally gravitate toward brands that communicate authentically, educate proactively, help intentionally, show empathy and show up consistently.
These might not be the traditional marketing path, but these small touches matter most. When sales tighten, competition gets fierce. Everyone is fighting for fewer opportunities. And that's exactly why visibility becomes such a powerful advantage. That's the perfect time for you to show up.
Consistency is a quiet superpower
So, how do you show up consistently? You don't need to be everywhere. You don't need to be loud. You don't need to overspend. You just need to be present, but this time, intentionally and consistently.
Start showing up in meaningful ways. Attend all the conventions you have access to. Collaborate with your local or online community. Support companies that support the industry, and strengthen your network by highlighting your partners. Share useful insights with your audience and support your associations by actively participating.
Share and tell your story on offline or online platforms. Focus on building relationships, not transactions, whenever possible. Lead when you have the opportunity to lead.
But most importantly, show up even when you don't feel "ready." Presence isn't vanity. Presence is trust. And trust is built when you show up consistently, even in cloudy moments.
Consistency beyond conventions
"Conventions are amazing — they bring together education, innovation, networking, culture, and community in the best way. But the real mistake many companies make is believing that visibility only matters during convention season.
The truth? Relationships are built in the months between the events and the month after them as well.
That's when trust grows. That's when your voice becomes familiar. That's when your brand becomes part of someone's daily landscape. That's when competitors go quiet.
When you stay present month after month, your presence at conventions becomes 10× more effective — because people already know you, recognize you, and genuinely look forward to connecting.
Consistency turns handshakes into relationships."
Investing in presence
"Here's the rule I follow," explains Sahid. "If cash flow is stable, your essentials are covered, and you can take a small hit without hurting your business, then you can responsibly invest 5%–10% of your operating budget into consistent visibility."
Not to overspend. Not to impress. But simply to stay present.
"And when cuts are needed, I trim the "vanity items" first — the extra swag, the pens, the hats. But I never cut the presence. Presence is what builds connection. Presence is the investment that keeps paying off."
Presence isn't about size"
"I have a team now, and it's a blessing, but that also comes with real costs. Staying visible requires labor, time, planning, and support. But here's the message I want every company to hear: you don't need a big team to stay present.
"What you need is community.
"If a team isn't in your budget yet, you can still grow your impact in other ways. Partnerships and collaborations matter. Shared content and cross-promotion open doors. Interviews and panels put your voice into new rooms. Supporting your community and showing up in conversations builds trust. Bringing value to every interaction makes people remember you.
"These things don't require big budgets. They require heart, consistency, and intention.
"Community can carry you just as far as a team, and sometimes even further."
Be the one who keeps showing up
"Hard times won't last forever—it's something we all understand. But the trust you build, the relationships you nurture, and the consistent presence you maintain during these challenging periods lay the essential groundwork that allows your business to grow and succeed once the market recovers. The road will clear. It always does. And the ones who kept showing up, quietly, consistently, intentionally, will be the ones shining the brightest.
"Keep showing up. Keep connecting. Keep being intentional.
"The ones who stay visible sometimes become the leader whom others follow, even in a cloudy market," Sahid concludes.
For more information:
New Bloom Solutions
[email protected]
newbloomsolutions.com/
