In Uncertain Times, Visibility Matters—And So Does Community
Marketing in Uncertain Times: How to Stay Visible and Invest Strategically
Marketing is often one of the first things businesses think about cutting when things get uncertain. Budgets tighten. Plans shift. And the instinct is to go quiet. Pause the ads. Stop the outreach. Wait until things feel more stable.
But here is the truth. Silence can cost more than it saves.
When you stop showing up, people stop seeing you. Trust fades. Momentum slips. And once that happens, rebuilding takes longer and costs more than staying steady ever would have. That does not mean doing more just for the sake of it. It means showing up with intention. And often, that starts with community.
Community engagement is not just a feel-good extra. It is strategy. It is brand. It is visibility that builds real trust, not just clicks. When you partner locally, share generously, and connect with your audience in meaningful ways, you stay relevant. You stay remembered.
This blog walks through how to do just that.
We will look at lessons from brands like Kellogg’s during the Great Depression, from businesses right here in Mesa County during the pandemic, and from leaders across Colorado who used connection and community to weather hard times with purpose.
Whether you are a solo creative or a small team trying to stretch a tight budget, I hope this gives you something useful and something hopeful to move forward with.
What Mesa County Taught Us About Showing Up
In 2020, many brands across the country went dark in those early COVID weeks. Nobody knew what to say, or what was happening, or how long the shutdown was going to last. It was a scary time.
But something special happened here in Mesa County.
When everything felt uncertain, the Grand Junction Area Chamber of Commerce partnered with the Mesa County Health Department to create the Five Star Program. It was the first of its kind and the idea spread across the country.
The goal was simple but ambitious: help businesses stay open safely, and give customers the confidence to keep showing up.
Businesses that enrolled followed specific health and safety protocols, which allowed them to operate with fewer restrictions. But the impact went beyond logistics.
Participation became a signal to the community—these businesses were doing their part. They were committed to public health and to staying connected. And the community responded.
“Mesa County was the first in the state to launch the 5-Star program… offering businesses a way to remain open at higher capacity if they followed strict health guidelines.”
Colorado Sun
The program gave local businesses a fighting chance during a deeply uncertain time. It also gave them something else—visibility.
"Five Star businesses were promoted across local networks and online channels, giving them both regulatory flexibility and a visibility boost at a critical time.”
9News
That is what community-led strategy can look like.
A local government, a chamber of commerce, and small business owners coming together to solve a problem. It was not just about staying open. It was about staying connected, staying trusted, and staying visible through shared effort and mutual support.
It is a reminder that visibility does not always start with a billboard or an ad. Sometimes, it starts with showing up for each other.
Why Visibility Matters
When your competitors stop showing up, you have a rare opportunity.
People notice who sticks around. And when you go quiet for too long, it can be surprisingly easy for customers to forget you were ever there.
Out of sight really does become out of mind. We have seen this before.
During the Great Depression, Kellogg’s doubled its advertising spend and launched Rice Krispies while competitors cut back. Profits jumped by 30 percent and Kellogg’s secured long-term dominance.
Procter & Gamble took a different approach. Instead of just running ads, they created content people wanted to gather around: radio “soap operas.” Their storytelling built loyalty, kept their brands in households during the hardest years, and even shaped American media for decades.
The lesson is simple. Visibility isn’t just about ads. It’s about connection—finding ways to stay present when people are paying the most attention.
Recognizing Opportunities to Take Action
Uncertain times force tough choices.
Some businesses freeze and hope things get better. Others pivot, stay relevant, and survive.
The difference is who sees opportunity in the middle of the challenge.
Besides Kellogg’s and Procter & Gamble, history is full of these stories.
Toyota responded to the 1973 oil crisis by innovating smaller, fuel-efficient cars while U.S. automakers stalled. Amazon and Netflix both leaned into growth during the 2008 recession—Amazon expanded into cloud computing and Netflix bet big on streaming. Domino’s, in 2009, didn’t just apologize for bad reviews. They rebuilt their pizza and their brand.
More recently, Airbnb nearly collapsed when travel shut down in 2020. Instead of disappearing, they launched “Online Experiences”—virtual cooking classes, concerts, and cultural tours. It kept their brand alive and gave them a springboard for recovery.
Zoom and Slack tell the same story.
Both existed before the pandemic but became lifelines once the world shifted to remote work.
Zoom leaned into accessibility and scale.
Slack positioned itself as the digital office where teams could collaborate and stay connected.
Neither froze. Both leaned into the moment and came out stronger.
The common thread? They acted with intention.
These might sound like big companies making big moves, but at the heart of it was strategic thinking and seizing opportunity.
Not everyone did. Kodak clung to film even though they invented digital photography.
Borders ignored online sales while Amazon surged ahead.
Blockbuster had a chance to buy Netflix and passed.
Those choices weren’t just about money, they were about vision.
The same lesson applies no matter your size. Thoughtful, present, and intentional beats silent every time.
When Strategic Rebalancing Makes More Sense
Of course, not every situation calls for doing more. Sometimes the smartest move is to rebalance.
That might mean updating your messaging.
Refining your audience.
Putting more energy into organic content.
Simplifying your strategy so you can stay consistent.
Or building stronger relationships in your community.
“In 2024, being seen as a community contributor—not just a business—is becoming a competitive advantage.”
ActionFunder
Rebalancing doesn’t have to be big or flashy. It can look like:
Partnering with a local nonprofit for a giveaway
Hosting or sponsoring a free event
Joining a community forum or networking group
Volunteering your time or services where your customers already are
Sending a helpful email just to check in
These actions build connection and trust.
They keep you part of the conversation.
“Community involvement fosters trust, strengthens relationships and helps your business become an integral part of the neighborhood ecosystem.”
Forbes
The positive examples are everywhere.
TOMS built loyalty through its one-for-one model, turning every purchase into community impact.
Warby Parker did the same with its “Buy a Pair, Give a Pair” program, growing through word-of-mouth because people believed in the mission.
Ben & Jerry’s has shown what this kind of rebalancing can look like over decades.
Instead of chasing growth at all costs, they’ve leaned into grassroots campaigns and community partnerships, making their values part of how they do business.
Even during the pandemic, many breweries shifted from pouring beer to producing hand sanitizer for hospitals and nonprofits. That move didn’t just keep them working—it made them indispensable to their communities.
The flip side is real too. Companies that went silent often found it impossible to regain momentum once the market picked up again. Silence left customers to wonder if they had closed permanently, and in many cases, they eventually did.
Rebalancing isn’t retreating. It’s resetting. It’s choosing to put energy where it builds connection, trust, and long-term loyalty.
How to Stay Present Without Overextending
Here are a few ways to stay visible without blowing your budget:
Focus on the channels that bring the most return
Show up consistently, because consistency builds trust
Engage with your community both online and offline
Watch the data and adjust as you go
“Small businesses that actively participate in local events, sponsorships, or partnerships gain organic visibility and long-term goodwill.” Constant Contact
Why I Decided to Launch Hourglass Strategy Now
This year has been a season of transition. Some of it expected. Some of it hard. All of it pushed me to get clear on what matters and how I want to show up in the world.
Over the last decade, I’ve sat with small business owners, nonprofit leaders, and creatives as they’ve talked about what makes their work hard.
The pressure.
The overwhelm.
The feeling that they’re supposed to do everything.
But I’ve also heard what keeps them going.
The passion.
The people.
The belief that what they’re doing matters.
I love being the person who helps them move forward with clarity and confidence.
I’ve done my best to make it a little easier—through marketing campaigns, strategy sessions, partnerships, and workshops that helped people move forward.
That’s the kind of work I want more of.
So I created Hourglass Strategy.
I believe that in times like these, people need thoughtful, relationship-driven support.
Not one-size-fits-all plans or expensive retainers, but real strategy rooted in clarity, connection, and purpose.
Hourglass Strategy is how I show up for that kind of work.
It’s for anyone feeling overwhelmed or unsure. For businesses, nonprofits, and creatives trying to focus their energy and take the next step with confidence.
This is my next chapter. And I’m proud to finally share it.
Let’s Talk
If you’re navigating uncertainty and wondering how to keep your brand moving forward, let’s talk. Sometimes all you need is a fresh perspective and someone in your corner.
📩 Get in touch here.
I’d love to hear your story.
