Business takes a pounding

As most analysts have already predicted, electricity outages will have a limited impact on businesses, and the lack of power becoming more of an irritant than having significant economic impact.

The major challenges businesses face are the high interest rate, the National Credit Act and the high price of fuel - three factors giving business leaders sleepless nights. The men are being separated from the boys, or in business terms, the successful companies are being separated from the "want-to-be".

We have seen clients react in different ways within the advertising arena. Most of the successful marketers have increased their spend, to protect their turf or to take advantage of weaker competitors. The weak, or soon to be, have been reducing their ad spend or trying out areas in which they have previously never been.

Facts are facts! Business is taking a real pounding and in light of economic reality, it is imperative that marketers go back to the drawing board and redesign their advertising campaigns. The best advice for any marketer right now is, "Do not panic, stick to what you know is right".

Cycles come and go - position your business for the period of growth that will arrive after this downward cycle retreats, and do whatever it takes to weather the storm.