At Trade Press Media Group, (Building Operating Management, Facility Maintenance Decisions magazines, National Facilities Management and Technology Conference and Expo: NFMT, FacilitiesNet and HealthCare Facilities Today) our hearts go out to everyone affected by the COVID-19 Pandemic. This novel virus has placed much of us under increasing stress — mental, emotional, physical, personal and professional. Our company is no different. However, we remain committed to doing everything we can to ensure the safety of our workforce while continuing to keep you and your business connected with our attendees and readers on an ongoing basis.

Now is the time to focus on advertising, stay in front of customers and prospects as they have more time to research and make purchase decisions. Be sure to make digital part of your plan, our online activity has grown by 50% in the last weeks. Savvy marketers are using custom approaches at this time to make sure their message is seen and heard. We are experts in this area and will partner with you to make sure you accomplish your objectives.

During these times it's tempting to pull back on marketing and advertising programs and wait for everything to pass. Emotionally this decision makes sense. From a business standpoint, history proves otherwise.

Studies going back nearly a century point out the advantages of maintaining or even increasing ad budgets during a weaker economy.

• During the 1990's, brands that increasing their advertising experienced sales growth between 57% and 70%.
• Companies who continued to advertise during the 1981-1982 recession achieved 256% growth by 1985 over their competitors that eliminated or decreased spending.
• Companies that advertised in the economic downturn of 1974-75 saw the highest growth in sales and net income during the recession and the two years that followed.

There are many intangible benefits from maintaining or increasing your advertising in 2020, among them:

• You'll increase your "share of voice" which typically leads to in an increase in "share of market"
• You'll project an image of corporate stability
• You'll stake out a long-term position for your business

The facilities industry is counting on us for critical information and education during this challenging time. Our editors, writers, educators and staff will continue to provide our readers and attendees with help, knowledge and understanding — in person, online and in print.

We will navigate this situation together. If there are things you need from us, or additional ways we can support you, please let us know. Together, let's view this time as an opportunity for growth. It is our response to this challenge — not the virus itself — that will potentially define us.

We wish good health for you, your families and your business.

Sincerely,

Laurie Vega Facilities Group Publisher	Brian Terry Facilities Print & Digital Publisher

Research Sources
MarketSense
McGraw-Hill Research
American Business Press