Advertising in a recession

I read this in Management Today last night and thought it's a good time to share these wise words:

Don't stop
As rivals retrench, you'll gain a greater 'share of voice' by promoting yourself more. In the recession of the early 90s, with new car sales in freefall, Renault boosted its profits with the Papa/Nicole Clio ads.

Change your focus
Replace gimmicks with a concrete promise of value and reliability. Reassure your customers: show how you can meet their needs.

Know your customers
How are they responding to the downturn? What are they spending and, most importantly, what do they want? Your existing customers will look to trusted brands - don't lose them.

Cut through the gloom
Showing the confidence to invest in promoting your brand sends out the message that you're in it for the long haul.

Use your budget wisely
Perhaps swap bigger, longer ads for smaller, more frequent ones to maintain your presents. Try to create word-of-mouth buzz with online activity, from social networking to blogs.

Measure it
When budgets are tight, you’re advertising has to do the job. Consider online ads, direct marketing, coupon promotions and point of sale, all of which show tangible results.

Keep it going
A recession may be a choppy part of the economic cycle, but the same basic business sense applies. An approach that works during a recession will fare even better when things pick up.

If you would like to meet and discuss how we can help improve your current marketing activity and develop a marketing strategy for 2009, please don’t hesitate to contact me.

Thanks Gavin

Gavin Graimes
gavin@oandg.co.uk
Account Director
Oliver and Graimes
Tel: 01273 748884