In a recession economy, marketing is more important than ever. To many business owners cutting marketing when sales are declining seems logical, but if you look at history companies that increased marketing dollars reap greater long term results than companies that scaled back. A recession forces management to make tough choices, not simple cuts. While I do recommend eliminating the fat from your budget, here are a few items to consider before you start any serious pruning:

1) Step on the gas (while you still can).

History has proven that businesses that increase marketing spending in tough times gain meaningful long term market share. This is not a time to be passive. By aggressively investing into attracting new customers, you’ll not only push past this economically challenging environment, you’ll reap long term growth.

This is not a time to hide! As customers feel the crunch on their pocketbooks, everyone starts looking for places to cut expenses. Don’t let yourself be forgotten. Keep your communication frequent and relevant.

2) Focus on fundamental marketing and not just promotional marketing.

This little golden nugget is brought to you by Real Estate guru (and good friend) Kevin Pfeifer. The best promotional marketing cannot overcome poor fundamental marketing. Sorry, but a prettier website and expensive print advertising campaign isn’t enough. Fundamental marketing is delivering the right product or service to the right audience.

3) Be Relevant.

In order to get consumers to shell out their hard earned cash, you have to understand where they are coming from. Millions of consumers have lost their jobs, while even more have seen their retirement accounts decimated by a volatile stock market and their discretionary income plummet.

This is all about positioning. Walmart was prescient when it repositioned its brand just prior to the slowdown, touting the lifestyle message, "Save money. Live better." Another excellent example of positioning has been Hyundai. At the beginning of 2009, the car manufacturer was the first to introduce the employment “Assurance Plan” to safeguard customers’ credit in case of loss of employment. Several others have now hoped on What the bandwagon, including GM and Ford. Just recently Hyundai has added the “Gas Assurance Plan” locking in a year’s worth of gas for $1.49 per gallon.

As the economy continues to take its toll on discretionary income, companies that connect with customers as a means of saving cash and easing the fears of uncertainty will undoubtedly continue to gain market share.

4) Don’t just advertise.

Instead, create a platform for your customers to start a dialogue, learn about your products, and share their stories. Focus on how you can save them money, increase their quality of life, and let them enjoy their family, friends and free time better. If you find ways to add value to your customer’s lives you’ll earn their loyalty and, more importantly, their business.