Cutting your marketing budget in tough times? There’s an 80% chance you won’t recover
In challenging times, it may seem like cutting marketing expenses is an easy way to save money. However, this decision can significantly hurt your clinic’s ability to bring in and retain clients, potentially costing you more in the long run. Consistent and well-optimised marketing strategies build trust, generate awareness, and keep your clinic top-of-mind for pet owners in your community. Here’s why cutting marketing during revenue challenges is a risky move and why sticking with trusted partners, like Petpack, can be a smarter investment.
Loss of visibility and market share
When your clinic reduces its marketing efforts, competitors who maintain or increase their advertising can quickly fill the gap. This shift can result in your clinic losing visibility and market share, making it even harder to recover later. Pet owners are likely to choose clinics they frequently see advertised or promoted, especially in critical decision-making moments like finding care for a new pet or addressing a health concern. Your absence could lead them to assume your clinic is no longer active or reliable.
Eroding trust and retention
Consistent marketing fosters trust and loyalty among your current clients. Whether through newsletters, social media updates, or educational content on your website, these touchpoints remind pet owners that your clinic is ready to care for their furry family members. If marketing disappears, your relationship with existing clients may weaken. In uncertain times, clients may be tempted to look elsewhere for a clinic that’s visible and engaged in the community.
The high cost of rebuilding after cutting marketing
One of the most significant downsides to cutting marketing is the cost of rebuilding your clinic’s presence later. Studies show that businesses that significantly reduce marketing during downturns frequently struggle to return to their previous levels of growth. A Harvard Business Review study of over 4,700 companies across three recessions found that 80% of those that cut marketing budgets failed to regain their pre-recession growth trajectory for both revenue and profits within three years. Instead of cutting entirely, clinics can focus on optimising their existing marketing strategies to maximise value while keeping costs manageable.
The hidden costs of DIY marketing
Transitioning to in-house marketing can sound like an appealing way to save money, but it often has unintended consequences. First, it shifts your staff’s attention away from caring for clients and patients, which is their primary responsibility. A receptionist or vet nurse shuffling between client phone calls and creating Facebook ads won’t be as effective in either role. Additionally, the hourly wage paid to team members for marketing work may not deliver the same value as partnering with marketing specialists like Petpack. Investing in professionals ensures your clinic gets consistent, high-impact marketing that drives results while freeing up your team to focus on client care.
Optimising strategies over cutting marketing
Instead of dropping marketing altogether, work with trusted partners to optimise your current strategies. Focus on high-value campaigns, refine your message, and ensure your clinic remains visible in your community. As marketing helps bring new clients through your doors and retain existing ones, it’s an investment that supports your clinic’s long-term growth and reliability.
While pausing or significantly cutting marketing might provide short-term savings, the long-term costs outweigh the benefits. By sticking with proven partners like Petpack, you’ll have the tools and support to keep your clinic thriving, even during challenging times.