During a recession, companies should maintain or increase marketing efforts rather than suppress them, as this can lead to greater opportunities and market dominance. Businesses that cut marketing often lag behind competitors, while those that adapt with innovative strategies can achieve better ROI and customer engagement. Key considerations include evaluating marketing agencies based on their return on investment and analytical capabilities to ensure effective use of resources.

1. Your Marketing Guide
for Surviving a Recession
info@cenergy.com Copyright Creative Energy Group 2008

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, Pillsbury
info@cenergy.com Copyright Creative Energy Group 2008

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. 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. 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. 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. 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. 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. 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. 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 savvy
info@cenergy.com Copyright Creative Energy Group 2008

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. 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 tracking
info@cenergy.com Copyright Creative Energy Group 2008

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