Firms have been warned against cutting their direct marketing spend over the coming year in the face of the economic downturn.

Award-winning direct response expert Craig Huey is preparing to address business-to-business marketers in a 60-minute-long live webinar.

Mr Huey will reveal 33 ways in which marketers can improve campaigns which use direct mailing services, suggesting the integration of an online strategy among other tips.

In the run up to the broadcast, which will take place on Tuesday, February 24th, Mr Huey has underlined the fact that slashing marketing spend during the recession could turn out to be a big mistake.

He commented: “During the recession, some marketers will decide to cut back on their marketing – but that decision will prove fatal or crippling.”

Mr Huey then pointed to figures from the previous recession, during which the 25 per cent share of marketers that did not increase their marketing spend went on to outperform rival businesses’ average market share growth by 2.5 times.

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