1. INVEST IN YOUR BRAND
In turbulent times, smart marketers take advantage because scared competitors tend to hide in the bushes and there is more room to move on the dance floor. It is also a very shrewd investment to build share of voice, as there are less buyers - so it is cheaper to do so.

2. BE DIFFERENT
In turbulent times, smart marketers should innovate and differentiate because the chance of converting a new customer is greater when the competition is cutting budgets. Be brave, get noticed. DO IT DIFFERENTLY.

3. DELIGHT EXISTING CUSTOMERS
In turbulent times, smart marketers keep talking to their customers because customers need to feel CONFIDENCE emanating from their brands. Use research to understand them better and get close to their changing needs.

4. VALUE OVER PRICE
In turbulent times, smart marketers should reinforce good value and never cut price.

5. LOVE THE ONE YOU’RE WITH
In turbulent times, smart marketers should remind their customers why it’s always safest to stick with brands they can trust and brands they love.

6. GET BACK TO BASICS
In turbulent times, smart marketers never forget the basics of what got them there in the first place. Do what you do best and focus your efforts on the winners in your portfolio.

7. OUTSOURCE
In turbulent times, smart marketers reduce their fixed costs (where possible) and use quality suppliers to deliver the job.

8. KEEP TRUSTED PARTNERS CLOSE
In turbulent times, smart marketers keep their partners in the loop and talk openly about how they can work together to increase sales. Smart marketers remember that their agency is on their side and can make for no greater ally.

9. TEST AND ADAPT
In turbulent times, smart marketers test their efforts and adapt accordingly. By measuring their marketing choices they can quantify their strategy and use this evidence for the next downturn (because, there will always be ‘a next one’.)

10. YOUR OWN MINDSET
In turbulent times, smart marketers do not let themselves fall into the trap of negative thinking. They stay buoyant, they keep looking for opportunities and they take an optimistic outlook that includes a longer-term view.