marketing in bad economy presentation

DOWN BUT NOT OUTMARKETING IN A BAD ECONOMY

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– Current situation– Short-term success equals long-term leadership– Merging of two mindsets– What are companies turning to?– What are the right questions to ask when looking

at your program and budget?

TODAY’S DISCUSSION

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According to a recent study done by MarketingProfs:

> More than 65% of marketers expect a negative impact on their programs and budgets in 2009

> Of those marketers, 75% expect the negative trend to last through 2010

> Items and programs not essential to the core marketing program or message are naturally the first things being eliminated

CURRENT SITUATION

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“Successful companies do not abandon

their marketing strategies in a recession;

they adapt them.” – John Quelch, Harvard Business

School

MARKETSHARE TO BE HAD

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The top five items companies are cutting include:

> On-site marketing> Widespread advertising campaigns> Printed marketing collateral> “Cool” items and programs> Internal communications

WHAT ARE COMPANIES CUTTING?

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The top five items companies are shifting budgets to include:

> Search engine optimization> Online advertising> Public relations> Social media> Relationships

WHAT ARE COMPANIES SHIFTING TO?

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There is no magical formula but proactively taking a strategic

look at your marketing program can help improve its efficiency:

> What larger business goals does my marketing program achieve?

> What are my key objectives and messages? How is my success measured?

> Is my internal team on board?

ASKING THE RIGHT QUESTIONS

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> What are my competitors doing that I can be taking advantage of?

> Which marketing initiatives are achieving their objectives? Which are not?

> Do the less successful programs provide another value?


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> Are my initiatives operating in silos or are they integrated?

> How am I using my external partners?
