Marketing In Bad Economy Presentation

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Marketing in an economic downturn

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Marketing In Bad Economy Presentation

  1. 1. DOWN BUT NOT OUT MARKETING IN A BAD ECONOMY
  2. 2. <ul><li>Current situation </li></ul><ul><li>Short-term success equals long-term leadership </li></ul><ul><li>Merging of two mindsets </li></ul><ul><li>What are companies turning to? </li></ul><ul><li>What are the right questions to ask when looking at your program and budget? </li></ul>TODAY’S DISCUSSION
  3. 3. <ul><li>According to a recent study done by MarketingProfs: </li></ul><ul><ul><ul><li>More than 65% of marketers expect a negative impact on their programs and budgets in 2009 </li></ul></ul></ul><ul><ul><ul><li>Of those marketers, 75% expect the negative trend to last through 2010 </li></ul></ul></ul><ul><ul><ul><li>Items and programs not essential to the core marketing program or message are naturally the first things being eliminated </li></ul></ul></ul>CURRENT SITUATION
  4. 4. <ul><li>“ Successful companies do not abandon </li></ul><ul><li>their marketing strategies in a recession; </li></ul><ul><li>they adapt them.” </li></ul><ul><li>– John Quelch, Harvard Business School </li></ul>MARKETSHARE TO BE HAD
  5. 5. <ul><li>The top five items companies are cutting include: </li></ul><ul><ul><ul><li>On-site marketing </li></ul></ul></ul><ul><ul><ul><li>Widespread advertising campaigns </li></ul></ul></ul><ul><ul><ul><li>Printed marketing collateral </li></ul></ul></ul><ul><ul><ul><li>“Cool” items and programs </li></ul></ul></ul><ul><ul><ul><li>Internal communications </li></ul></ul></ul>WHAT ARE COMPANIES CUTTING?
  6. 6. <ul><li>The top five items companies are shifting budgets to include: </li></ul><ul><ul><ul><li>Search engine optimization </li></ul></ul></ul><ul><ul><ul><li>Online advertising </li></ul></ul></ul><ul><ul><ul><li>Public relations </li></ul></ul></ul><ul><ul><ul><li>Social media </li></ul></ul></ul><ul><ul><ul><li>Relationships </li></ul></ul></ul>WHAT ARE COMPANIES SHIFTING TO?
  7. 7. <ul><li>There is no magical formula but proactively taking a strategic </li></ul><ul><li>look at your marketing program can help improve its efficiency: </li></ul><ul><ul><ul><li>What larger business goals does my marketing program achieve? </li></ul></ul></ul><ul><ul><ul><li>What are my key objectives and messages? How is my success measured? </li></ul></ul></ul><ul><ul><ul><li>Is my internal team on board? </li></ul></ul></ul>ASKING THE RIGHT QUESTIONS
  8. 8. <ul><li>There is no magical formula but proactively taking a strategic </li></ul><ul><li>look at your marketing program can help improve its efficiency: </li></ul><ul><ul><ul><li>What are my competitors doing that I can be taking advantage of? </li></ul></ul></ul><ul><ul><ul><li>Which marketing initiatives are achieving their objectives? Which are not? </li></ul></ul></ul><ul><ul><ul><li>Do the less successful programs provide another value? </li></ul></ul></ul>ASKING THE RIGHT QUESTIONS
  9. 9. <ul><li>There is no magical formula but proactively taking a strategic </li></ul><ul><li>look at your marketing program can help improve its efficiency: </li></ul><ul><ul><ul><li>Are my initiatives operating in silos or are they integrated? </li></ul></ul></ul><ul><ul><ul><li>How am I using my external partners? </li></ul></ul></ul>ASKING THE RIGHT QUESTIONS

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