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Your Marketing Guide                   for Surviving a Recessioninfo@cenergy.com                               Copyright C...
“During tough times, companies must resist                   the temptation to suppress marketing efforts.                ...
During a recession                   Customers re-evaluate existing relationships,                       creating new busi...
During a recession                         Media outlets (TV, print, web, etc.)                   offer sweetheart deals t...
During a recession                     When surveyed after the 1990-91 recession,                            63% of succes...
The facts about recessions                       Firms that dramatically cut marketing                        during a rec...
To be Recession Shrewd                       A company increases or maintains                       current marketing expe...
To be Recession Shrewd                   A company re-evaluates retainers analytically                        in terms of ...
Questions to consider                   Are you paying for a name and reputation,                     when what you really...
What to look for in an agency during a recession               Exceptional ROI based on reasonable retainer and project fe...
“Early to bed. Early to rise.                       Work like hell and advertise.”                                  Ted Tu...
Email info@cenergy.com or visit www.cenergy.com today to learn more about:                             Effective, Recessio...
“The manufacturer who maintains his normal level                   of promotion when his competitors have reduced theirs  ...
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Recession Shrewd

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This presentation is designed to show how marketing with the right agency partner can help your business thrive during and after a recession.

Published in: Business, News & Politics
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Recession Shrewd

  1. 1. Your Marketing Guide for Surviving a Recessioninfo@cenergy.com Copyright Creative Energy Group 2008
  2. 2. “During tough times, companies must resist the temptation to suppress marketing efforts. A recession is not a time to suppress communications and advertising. It can be an opportunity to grow.” Terry Thompson, Vice President of Public Relations, Pillsburyinfo@cenergy.com Copyright Creative Energy Group 2008
  3. 3. During a recession Customers re-evaluate existing relationships, creating new business opportunities. Competitors often reduce or eliminate marketing and advertising expenditures, allowing a shrewd company the opportunity to become the market’s dominant voice.info@cenergy.com Copyright Creative Energy Group 2008
  4. 4. During a recession Media outlets (TV, print, web, etc.) offer sweetheart deals to fill vacant space. So shrewd companies can achieve greater reach and frequency for less money. while delivering superior ROI.info@cenergy.com Copyright Creative Energy Group 2008
  5. 5. During a recession When surveyed after the 1990-91 recession, 63% of successful CEOs said marketing was the most effective coping action. Ironically 45% of the less successful CEOs said cost-containment was the best action to take.info@cenergy.com Source PRO Report, Cooper & Lybrand and Business Science International Copyright Creative Energy Group 2008
  6. 6. The facts about recessions Firms that dramatically cut marketing during a recession have been shown to lag behind their shrewder competitors, even years after the recession is over. Very few industries are recession proof. But, every company can be Recession Shrewd.info@cenergy.com Copyright Creative Energy Group 2008
  7. 7. To be Recession Shrewd A company increases or maintains current marketing expenditures to achieve greater reach and frequency. A company utilizes new media opportunities and innovative creative to cost-effectively communicate with their target market.info@cenergy.com Copyright Creative Energy Group 2008
  8. 8. To be Recession Shrewd A company re-evaluates retainers analytically in terms of Return On Investment. And most importantly, a company investigates top talent and resources outside of expected geographical locations. Madison Avenue talent isn’t confined to Madison Avenue anymore.info@cenergy.com Copyright Creative Energy Group 2008
  9. 9. Questions to consider Are you paying for a name and reputation, when what you really need is a better Return On Investment? Is a high retainer fee draining your resources with little to show for it? What, if any, analytical tools does your agency use to track results?info@cenergy.com Copyright Creative Energy Group 2008
  10. 10. What to look for in an agency during a recession Exceptional ROI based on reasonable retainer and project fees Detailed analytical sales tracking capabilities Exclusive proprietary processes with clear bottom line benefits Innovative, award-winning creative Channel marketing expertise to help you and your customers increase sales New media savvyinfo@cenergy.com Copyright Creative Energy Group 2008
  11. 11. “Early to bed. Early to rise. Work like hell and advertise.” Ted Turner Just make sure you’re advertising and marketing with the right agency.info@cenergy.com Copyright Creative Energy Group 2008
  12. 12. Email info@cenergy.com or visit www.cenergy.com today to learn more about: Effective, Recession Shrewd marketing Re-evaluating current relationships to maximize your marketing ROI Analytical sales measurement and trackinginfo@cenergy.com Copyright Creative Energy Group 2008
  13. 13. “The manufacturer who maintains his normal level of promotion when his competitors have reduced theirs soon finds that his expenditures represent a higher percentage of the total expended by the group. Our records show clearly that there is no surer way to gain an increase in competitive share of market.” Arthur C. Nielsen, Founder of A.C. Nielsen & Co.info@cenergy.com Copyright Creative Energy Group 2008

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