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Marketing In Bad Economy Presentation
 

Marketing In Bad Economy Presentation

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Marketing strategy during an economic downturn

Marketing strategy during an economic downturn

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    Marketing In Bad Economy Presentation Marketing In Bad Economy Presentation Presentation Transcript

    • DOWN BUT NOT OUT MARKETING IN A BAD ECONOMY
      • 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
      • 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
      • “ Successful companies do not abandon
      • their marketing strategies in a recession;
      • they adapt them.”
      • – John Quelch, Harvard Business School
      MARKETSHARE TO BE HAD
      • 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?
      • 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?
      • 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
      • There is no magical formula but proactively taking a strategic
      • look at your marketing program can help improve its efficiency:
          • 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?
      ASKING THE RIGHT QUESTIONS
      • There is no magical formula but proactively taking a strategic
      • look at your marketing program can help improve its efficiency:
          • Are my initiatives operating in silos or are they integrated?
          • How am I using my external partners?
      ASKING THE RIGHT QUESTIONS