Creative marketing is still important in a downturn economy. While some advertising spending may need to be cut, companies should focus on cutting spending that is not measurable and optimize spending that can be measured. Online marketing becomes even more important as consumer spending shifts online. Measuring the results of marketing efforts and optimizing based on those measurements is key. Building relationships with customers and listening to their needs is also important.
8. The biggest shift in a downturn is towards
accountable media this typically means a greater spend
ONLINE
9. The world has changed faster than marketing...
40
35
30
25
20
15
TV
Newspapers 10
Radio
5
Magazines
0
Internet
Ad money Time spent by consumers Influences brand/product choice
26. "It has always been Virgin's policy to encourage you
to fly to London for as little as possible.
So on June 10, we encourage you to fly British Airways.
As for the rest of the year, we look forward to seeing you
aboard Virgin Atlantic.
For the best service possible. At the lowest possible fare."
27. When F.W. Woolworth opened its first store, an established retailer hung out a sign:
Doing Business
in This Same Spot
for Over Fifty
Years.
29. 50,000.0
25,000.0
0
Juil 2008 I I Oct 2008
I April 2008 I I
I I Jan 2008 I
Lave linge vapeur (searched keyword : Steam wash machine)
Lave linge y (searched keyword : Whirlpool wash machine)
Lave linge x (searched keyword : LG wash machine)
58. ...letʼs have a look at the share of adults on social networks
100
50 35%
8%
déc. 2008
août 2008
0 mai 2008
août 2006
sept. 2005
février 2005
US people
87. IT PAYS !
Bath & Body Worksʼ reviewers become more frequent customers
Order per consumer
3.0 7%
2.5
2.0
1.5
1.0
0.5 Non reviewers
Reviewers
Before reviews After reviews
120. In difficult economic times,
every dollar matters
If your product isnʼt extraordinary,
your customers will be more likely
to delay purchasing it
121. Innovation is not
a good-time-only exercise
Launched in 1933, this new Miracle Whip
had instant appeal to Depression-weary
consumers: at the end of its introductory
period, Kraft Miracle Whip was outselling all
other brands of dressing and mayonnaise
Depression time case history - 1930
122. Innovation
is a good cost
By 1997, 49% of Giletteʼs sales
came from new products launched
in the previous five years.
Depression time case history - 1990
123. A lot of companies have
chosen to downsize.
We chose a different path.
(Steve Jobs)
Innovating (even through recession),
Apple has not only kept its pipeline robust,
but – more importantly – it has remained in
front of its customers.
Depression time case history - 2000