Strategies for Advertising During a Recession
Monday, September 28th, 2009- Don’t cut your advertising budget - Increase it! Let your competition cut theirs. Increased advertising gives you a greater share of voice. If your competitors cut back, your message goes even stronger and makes an even bigger impact.
- Maintain continuity to sustain awareness. Advertising works cumulatively, so you must remind customers frequently about your brand or they’ll soon forget.
- Achieve greater media effeciency. Take advantage of softer rates and special promotions. Advertise the right message in the right area for your business.
Why Advertise in the Yellow Pages?
- Long-Term Advertising Solution: Yellow page ads will stay in the market for a year or more. When the economy picks up, your message will already be out there.
- Help customers find your business when they need it most: People most often turn to the yellow pages when they need a product or service right away. If your ad isn’t there, they will call your competitor!
“If I stop advertising for two months, sales won’t drop, but they will be hit three or four months down the line. It is the wrong time to cut.”
-Vikram Mehra, CMO Tata Sky
If you advertise when your competitors stop marketing:
- Your message will stand out more with fewer ads in the market.
- Customers will be more likely to remember your business when everyone else resumes advertising.
“I have yet to see any study that proves timidity is the route to success. Studies consistently have proven that companies that have the intelligence and guts to maintain or increase their overall marketing and advertising efforts in times of business downturns will get the edge on their timid competitors.”
-J Welsey Rosberg Senior VP Meldrum & Fewsmith