Prepare Your Advertising for the Great Recession of ‘09

In this down economy advertisers are going to have change their messaging. And the more quickly they do, the better off their numbers will become.

Here are a few common sense guidelines for marketing in a recession:

1. Stress the VALUE PROPOSITION of your products or services, rather than features and benefits. Think about how your brand will make a significant difference to your audience in terms they will value and understand. Consider the success of Walmart’s Save Money. Live Better campaign. Talk about throwing a value proposition out there for everyone to see and grab hold of, huh?
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Why You Should Advertise MORE in a Downturn Economy.

Legendary ad god David Ogilvy said, “I avoid clients for whom advertising is only a marginal factor in their marketing mix. They have an awkward tendency to raid their advertising appropriations whenever they need cash for other purposes.”

As an agency founder and industry leader, I can attest to the veracity of that statement. As soon as sales slump, forecasts go south, and stock values decline, many of our clients tend to raid the advertising war chest in an effort to spread the wealth around their overall budgets. Read more »