When the economy is booming, almost any business can be successful in spite of their lack of focused marketing. In a slow economy, you really need to set yourself apart from the competition to gain market share. Plus, your competition is probably thinking the same thing you are...times are tough, so let's cut back on our marketing and advertising. That is a wide open door for you to gain some of their potential customers. Consequently, your marketing efforts will stand out with less chatter in the marketplace.