Difficult economic times call for different ways of thinking about marketing. From arts organizations looking to fill a seat, to restaurant managers trying to sell a dinner, the issue is the same: how to keep patrons coming in and participating with your organization. In many cases, an organization’s first response to needing to save money in a down economy is to cut costs, and often times the first budget to go is marketing. But when you stop to think about it, marketing is one of the only direct expense-to-income streams you have. Marketing is a revenue generator, not simply an expense, so your organization should be budgeting to market MORE in a down economy, and to market smartly as much as possible. Let’s talk about some easy ways to do this with a goal of not raising expenses or reducing revenues.