In a crashing market. Chapter 1. For marketers.

15 10 2008

TAKE ADVANTAGE. Not everyone has the resources, but now is the time to take advantage of the competition that’s in a weakened state.

For marketing/ad/pr agencies: Most likely, you’re neglecting the same things other agencies are neglecting, which is financial injection into new staff (probably the talent that was laid-off by the bigger, slower, dumber “dinosaur” agencies) and client relationship building. Get stronger – use this depressed economy to advance.

For corporate marketers/marketing managers/product managers: Your play is simple – find your efficiencies, magnify the tactics that work and invest the marketing dollars with the partners that deliver results.tac Sales-driven tactics and easily measurable ROI tactics will not only hold everyone accountable, but you’ll learn a valuable lesson in what moves the needle in down economies.

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One response

15 10 2008
Jean Yves

yes! and from the HBR: “It is well documented that brands that increase (marketing) during a recession, when competitors are cutting back, can improve market share and return on investment at lower cost than during good economic times.”

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