In this uncertain time of global pandemic due to COVID-19, CMOs and other marketing leaders are being asked to take a hard look at spend. This short guide provides an historical perspective on the value of marketing during and after recessions, as well as suggestions for effectively activating your brand voice.
Now, more than ever, it is imperative for brands to develop a holistic brand strategy that resonates with consumers; yet the current model does not meet this need. Conversation, a full-service marketing firm, creates that unified brand strategy. We have conducted extensive research to craft a point of view on the past, present, and future of marketing.
The Incite Summit East 2013: Conference BrochureNick Johnson
This brochure was developed for the first Incite Summit East, which took place on September 18 - 19 in NYC.
The brochure highlights:
THE C-SUITE EXECUTIVES CONTRIBUTING TO THE SUMMIT:
Including L'Oreal USA, Sears, MetLife, Chobani, and 7 more), and the other major brands participating (including McDonald's, Coca Cola, Siemens, Mastercard, HP and many more)
THE KEY ISSUES THE AGENDA COVERS:
1) Get customer-centric: From culture, to internal organisation, to new outreach. How to drive your company to align with your customer for better marketing performance
2) Success over multi-channel: Operate in a fragmented marketing landscape. Build a strategy that reaches customers at the right time, in the right place
3) Build unique customer experiences: New opportunities to build increasingly relevant and personalised messages. Create seamless, engaging customer experiences
4) Measure to learn: Leverage the flood of data to deliver a lean, precise and effective marketing function - and confidently track your ROI
5) Seamless internal collaboration: How to break down internal silos to co-ordinate external messaging, and share relevant data better. Then deliver seamless experience, no matter the customer touchpoint
For more information on the Incite Summit, head to www.incitemc.com/summits
The Corporate Social Media Summit New YorkHayley Dunn
Back for its 4th year now, it is even better and bigger than ever. Develop your social media strategy that elevates you beyond your competition – learn from the very best including Southwest Airlines, Dell and McDonald’s. Plus you will hear from 8 global CMOs from companies such as MasterCard, Sears and Hertz on corporate strategy and where social fits in the marketing pie. Join THE social media event of the year with a corporate audience. Save 20% with SLIDE20
Check it out here http://bit.ly/UAjTsy
There is a noticeable momentum shift in the marketing of mainstream brands to Boomers. Using innovative ad campaigns, big brands are making bold statements about the value of Boomer consumers, and brands that have been neglecting Boomers are looking to step up to the plate.
This ebook is a collaboration between myself and Rohit Bhargava for Incite Marketing and Communications.
It features
1) 15 key findings from the Incite Summit East - which happened in NYC in September 2013 (including detail on customer-centric approaches, storytelling, internal social media guidelines, personalization of marketing, and innovation
2) The top 5 Tweets from the Summit
3) 7 pieces of advice from some of the leading speakers at the Summit, including C-suite representatives from L'Oreal USA, Chobani and MetLife
For more on the Incite Summit East, visit www.incitemc.com/east
September 9th and 10th was the launch of the Cross-Cultural Marketing and Communications Association and Total Market Conference. We've taken the time to compile a summary of the event and provide highlights from the day.
Now, more than ever, it is imperative for brands to develop a holistic brand strategy that resonates with consumers; yet the current model does not meet this need. Conversation, a full-service marketing firm, creates that unified brand strategy. We have conducted extensive research to craft a point of view on the past, present, and future of marketing.
The Incite Summit East 2013: Conference BrochureNick Johnson
This brochure was developed for the first Incite Summit East, which took place on September 18 - 19 in NYC.
The brochure highlights:
THE C-SUITE EXECUTIVES CONTRIBUTING TO THE SUMMIT:
Including L'Oreal USA, Sears, MetLife, Chobani, and 7 more), and the other major brands participating (including McDonald's, Coca Cola, Siemens, Mastercard, HP and many more)
THE KEY ISSUES THE AGENDA COVERS:
1) Get customer-centric: From culture, to internal organisation, to new outreach. How to drive your company to align with your customer for better marketing performance
2) Success over multi-channel: Operate in a fragmented marketing landscape. Build a strategy that reaches customers at the right time, in the right place
3) Build unique customer experiences: New opportunities to build increasingly relevant and personalised messages. Create seamless, engaging customer experiences
4) Measure to learn: Leverage the flood of data to deliver a lean, precise and effective marketing function - and confidently track your ROI
5) Seamless internal collaboration: How to break down internal silos to co-ordinate external messaging, and share relevant data better. Then deliver seamless experience, no matter the customer touchpoint
For more information on the Incite Summit, head to www.incitemc.com/summits
The Corporate Social Media Summit New YorkHayley Dunn
Back for its 4th year now, it is even better and bigger than ever. Develop your social media strategy that elevates you beyond your competition – learn from the very best including Southwest Airlines, Dell and McDonald’s. Plus you will hear from 8 global CMOs from companies such as MasterCard, Sears and Hertz on corporate strategy and where social fits in the marketing pie. Join THE social media event of the year with a corporate audience. Save 20% with SLIDE20
Check it out here http://bit.ly/UAjTsy
There is a noticeable momentum shift in the marketing of mainstream brands to Boomers. Using innovative ad campaigns, big brands are making bold statements about the value of Boomer consumers, and brands that have been neglecting Boomers are looking to step up to the plate.
This ebook is a collaboration between myself and Rohit Bhargava for Incite Marketing and Communications.
It features
1) 15 key findings from the Incite Summit East - which happened in NYC in September 2013 (including detail on customer-centric approaches, storytelling, internal social media guidelines, personalization of marketing, and innovation
2) The top 5 Tweets from the Summit
3) 7 pieces of advice from some of the leading speakers at the Summit, including C-suite representatives from L'Oreal USA, Chobani and MetLife
For more on the Incite Summit East, visit www.incitemc.com/east
September 9th and 10th was the launch of the Cross-Cultural Marketing and Communications Association and Total Market Conference. We've taken the time to compile a summary of the event and provide highlights from the day.
THE TOTAL MARKET INDUSTRY CONFERENCE AND CROSS-CULTURAL MARKETING AND COMMUNI...REFRAME: THE BRAND™
The CCMCA host it's first Total Market Industry Conference and Association launch. It is a member driven organization with the mission of providing Total Market Enterprise(tm) TME thought leadership, training, education and certification. It promises to be an exciting day as industry experts come together and discuss the New Marketplace innovations.
A Seminar-based presentation including information on public relations, success methods to engage marketing firms, and other marketing related information.
Peacekeeper, Navigator, Student: The Marketer to 2015Nick Johnson
***To find out more about marketing best practice - direct from marketing leaders from major brands like Adidas, General Electric, Toyota, Virgin America, Mondelez, Kohler, HSBC and many more, check out the upcoming Incite Marketing Summit in NYC on October 27 - 28: www.bit.ly/InciteMarketingSummit
***
This in-depth white paper focuses on the evolving role of the marketer within large organizations, and is based on feedback from over 1,000 marketing executives worldwide.
There are two parts - investigating the new brand/customer relationship, and then looking at how to get closer to your customers.
Topics covered throughout the white paper include internal collaboration, multi-channel campaigns, measurement to build a 360-degree view of the customer, and the increasing power of customers to define your brand.
***To find out more about marketing best practice - direct from marketing leaders from major brands like Adidas, General Electric, Toyota, Virgin America, Mondelez, Kohler, HSBC and many more, check out the upcoming Incite Marketing Summit in NYC on October 27 - 28: www.bit.ly/InciteMarketingSummit
***
John Bell examines the fundamental shift of social media on consumer behavior – and how adapting to it and profiting from it require an enterprise-level strategy.
The Deep Focus 2015 Marketing Outlook ReportDeep Focus
Deep Focus' third annual 2015 Marketing Outlook Report explores the nature of two critical elements: intricacies of social media becoming digital marketing and digital marketing becoming simply known as marketing. In the context of a seemingly never-ending deluge of marketing noise, we sift through the highlights and pitfalls of what's next and help guide you through the year and beyond.
Our outlook for 2014 is optimistic. As marketers, it has never been a more exciting time. The following things to watch for range from very strategic to very tactical, but all are related in one big way. For marketers, none of them will matter, and none of them will work at all if not driven by a healthy, big idea.
In this report, BCG offers new insight derived from the BCG Future of Marketing and Advertising Study 2010, which encompasses a quantitative survey of marketing executives, one-on-one industry intervies, and benchmarking research.
Authentic empathy: how marketers should respond to covid-19magazinemediaBE
What are people’s expectations of brands in the crisis? What sort of advertising resonates right now? How do people respond to ‘business as usual’ ads? Is there anything I need to avoid? Looking forward peak and post crisis
Investments and actions during and after covid 19Jukka Veteläinen
During this time when government is forced to make rapid decisions about our health we marketers easily fall into the trap of thinking fast and reacting to the situation without proper analysis.
As our focus tends to be on communication as the fastest and easiest way to for us to react, we might forget the other pieces in marketing toolbox.
This document will give you guidance on
1. What marketing actions will benefit brands the most now and in the near future?
2. What are the implications of stopping advertising? What will they be in the longer term?
3. And do consumers even want brands to stop advertising at this time?
THE TOTAL MARKET INDUSTRY CONFERENCE AND CROSS-CULTURAL MARKETING AND COMMUNI...REFRAME: THE BRAND™
The CCMCA host it's first Total Market Industry Conference and Association launch. It is a member driven organization with the mission of providing Total Market Enterprise(tm) TME thought leadership, training, education and certification. It promises to be an exciting day as industry experts come together and discuss the New Marketplace innovations.
A Seminar-based presentation including information on public relations, success methods to engage marketing firms, and other marketing related information.
Peacekeeper, Navigator, Student: The Marketer to 2015Nick Johnson
***To find out more about marketing best practice - direct from marketing leaders from major brands like Adidas, General Electric, Toyota, Virgin America, Mondelez, Kohler, HSBC and many more, check out the upcoming Incite Marketing Summit in NYC on October 27 - 28: www.bit.ly/InciteMarketingSummit
***
This in-depth white paper focuses on the evolving role of the marketer within large organizations, and is based on feedback from over 1,000 marketing executives worldwide.
There are two parts - investigating the new brand/customer relationship, and then looking at how to get closer to your customers.
Topics covered throughout the white paper include internal collaboration, multi-channel campaigns, measurement to build a 360-degree view of the customer, and the increasing power of customers to define your brand.
***To find out more about marketing best practice - direct from marketing leaders from major brands like Adidas, General Electric, Toyota, Virgin America, Mondelez, Kohler, HSBC and many more, check out the upcoming Incite Marketing Summit in NYC on October 27 - 28: www.bit.ly/InciteMarketingSummit
***
John Bell examines the fundamental shift of social media on consumer behavior – and how adapting to it and profiting from it require an enterprise-level strategy.
The Deep Focus 2015 Marketing Outlook ReportDeep Focus
Deep Focus' third annual 2015 Marketing Outlook Report explores the nature of two critical elements: intricacies of social media becoming digital marketing and digital marketing becoming simply known as marketing. In the context of a seemingly never-ending deluge of marketing noise, we sift through the highlights and pitfalls of what's next and help guide you through the year and beyond.
Our outlook for 2014 is optimistic. As marketers, it has never been a more exciting time. The following things to watch for range from very strategic to very tactical, but all are related in one big way. For marketers, none of them will matter, and none of them will work at all if not driven by a healthy, big idea.
In this report, BCG offers new insight derived from the BCG Future of Marketing and Advertising Study 2010, which encompasses a quantitative survey of marketing executives, one-on-one industry intervies, and benchmarking research.
Authentic empathy: how marketers should respond to covid-19magazinemediaBE
What are people’s expectations of brands in the crisis? What sort of advertising resonates right now? How do people respond to ‘business as usual’ ads? Is there anything I need to avoid? Looking forward peak and post crisis
Investments and actions during and after covid 19Jukka Veteläinen
During this time when government is forced to make rapid decisions about our health we marketers easily fall into the trap of thinking fast and reacting to the situation without proper analysis.
As our focus tends to be on communication as the fastest and easiest way to for us to react, we might forget the other pieces in marketing toolbox.
This document will give you guidance on
1. What marketing actions will benefit brands the most now and in the near future?
2. What are the implications of stopping advertising? What will they be in the longer term?
3. And do consumers even want brands to stop advertising at this time?
A financial crisis in business can arise from internal or external factors. Failure to meet monthly quotas and poor cash flow management are examples of internal factors, while a weakened economy due to the pandemic is an example of an external factor. Whatever the cause, financial crises are almost always a heavy burden on companies. Here are some tips for dealing with communications inside and outside the company to curb the effects of financial crises.
Week Six Lecture Welcome to the world of public relations!.docxalanfhall8953
Week Six Lecture
Welcome to the world of public relations! Just what is public relations? Is it advertising? Is it marketing? Is it community activities or crisis management? What do public relations professionals do? Has anyone known a PR professional? Exposure to this individual will reveal a flurry of unending energy and enthusiasm. One of the most important skills of this individual is the ability to develop relationships and contacts with every kind of person. A PR professional can call a CEO and have his or her phone call returned! In addition, a PR professional must possess superior writing skills as well as verbal communication skills. Could this be why Ashford faculty members hold high, rigorous standards for writing?
According to the Public Relations Society of America, public relations professionals communicate with the external publics of an organization. Is this the same as marketing or sales? No! According to Cameron, Wilcox, Reber, and Shin (2008), sales is a function of marketing. Sales is focused on an organization’s customers and selling the products of the organization. The objective of sales is to increase market share and profitability. Ogden & Ogden discuss three differences between public relations and advertising: since the organization does not pay for PR, it cannot control the message; PR may not always be positive; and the third difference is the public tends to believe the information from PR is from a trusted and reliable resource (Ogden & Ogden, 2014).
Public relations is focused on building relationships and implementing communications strategies that will build goodwill for the organization. Public relations is what we see when organizations are working on Habitat for Humanity or the Salvation Army bell ringer or the Toys for Tots campaigns. Public relations' only focus is to build a positive relationship and create goodwill with its publics. PR never thinks of sales or market share or profitability.
One important function of the public relations professional is to be the liaison between its publics and the organization in times of an emergency, conflict or crisis. Did you know there are four stages of the conflict cycle? Many organizations in our current economic downturn are experiencing layoffs, job cuts, and wage reductions. It is the PR professional's job to "spin" what is typically viewed as a negative into something positive.
Crisis management is another area of responsibility for a PR professional. A crisis is something that interferes with the normal business operation. Spilling oil into the Gulf of Mexico was clearly a crisis. Do you remember who the organization used as their initial spokesperson? British Petroleum (BP) had their CEO, Tony Hayward, in front of the cameras to reassure the public all measures were being implemented to restore the surrounding environment from the damage of the oil spill. Mr. Hayward also told the public their vessel's leak had been contained when that was not .
Now is the time to separate myth from fact on what it takes to survive and thrive in a downturn. We’ll call on recessionary marketing research from the 1920’s to the 1990’s to glean insights on how successful marketers innovated, changed and thrived to emerge stronger and with greater market share than ever.
Andrew Challier, Director, Client Relations at Ebiquity spoke at Ad:Tech in October 2014. With the evolution in digital marketing very much on the Ad:Tech agenda, here Andrew looks at the current digital landscape and argues that there's still some growing up to do.
The Basics of Brand Management by Iftikhar Munir (Director at ZM TRADERS). Iftikhar Munir has over 15 years of experience of advertising, marketing and sales management at senior position.
Our guide will provide you with a roadmap of the current situation, what this means for brands, and what you can do in the coming months to protect your brand’s vitality.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Enhancing a Luxury Furniture E-commerce Store with Expert Shopify ManagementSunTec India
SunTec India's expertise in Shopify store management has been a game-changer for a luxury furniture e-commerce business. Through meticulous optimization of product listings, strategic SEO practices, and an enhanced user experience, this case study details the successful outcomes of their collaboration, including increased traffic, higher conversion rates, and stronger brand presence.
Read more- https://shorturl.at/yl3MU
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...janudm24
Myself Janani Digital marketing consultant located in coimbatore I offer all kinds of digital marketing services for your business requirements such as SEO SMO SMM SMO CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Janani Digital Marketer
Coimbatore,Tamilnadu.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Search Engine Optimization Strategies for Local Businesses.pdfseodigitalbraino
Maximize your online presence and drive growth with Digital Braino, your go-to for digital marketing services in Indore. Our expert team specializes in a wide range of services including SEO, social media marketing, content creation, and online advertising. With our innovative strategies and client-focused approach, we help businesses enhance their online presence and achieve their marketing objectives. Let Digital Braino propel your business to new heights.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Elevate your trade show game with our comprehensive guide on creating an interactive booth that captures attention and drives engagement! In this presentation, Blue Atlas Marketing shares practical tips and creative strategies to transform your trade show presence. Learn how to use digital displays, interactive demos, and engaging activities to attract visitors and make lasting impressions. Whether you're a trade show veteran or a newcomer, these insights will help you stand out from the crowd and maximize your event success. Dive into our slides to discover how to turn your booth into a dynamic and interactive experience!
Exploring the Top Digital Marketing Company in CanadaSolomo Media
Choosing Solomo Media as your digital marketing company in Canada can propel your business to new heights. With their expertise, innovative solutions, and client-centric approach, they are well-equipped to help you achieve your digital marketing goals. By focusing on strategic planning, leveraging cutting-edge tools, and delivering measurable results, Solomo Media proves to be a valuable partner in navigating the complex world of digital marketing.
Exploring the Top Digital Marketing Company in Canada
Making the case for your brand (especially now).
1. May 2020 | partnerscreative.com
M A K I N G T H E C A S E F O R
Y O U R B R A N D ( E S P E C I A L L Y N O W )
2. 2
When asked about the 1990 recession, Sam Walton famously
said, “I thought about it and decided not to take part.”
3. 3
Of course, this isn’t 1990 and all recessions aren’t created equal.
When an enemy none of us can see or sense turns off the global economy like a light switch, how
should marketing leaders react?
I won’t presume to know your situation. Sometimes marketing cuts are exactly the right choice when
faced with more dire alternatives.
But I do know that there is value in maintaining a presence with customers, even in the worst of times.
And as you’ll see on the next few slides, when companies are able to maintain marketing spend it helps
them be resilient and recover — even gain market share — more quickly post-recession.
Feel free to use these slides as you make your decisions and discuss internally. And above all, stay safe.
Sean Benton
Creative Director, Partner
4. CMOs and other marketing and customer experience leaders, like
every leader, are being asked to take a hard look at spend. This
short guide covers two key areas of consideration as you do that.
1. The data
What does the past tell us about
marketing in times of recession?
2. Your voice
What are key principles for speaking
to the market and your people now?
4
M A K I N G Y O U R C A S E ( E S P E C I A L L Y N O W )
5. T H E D A T A
What does the past tell us about marketing
in times of recession?
6. The lessons of history
Mark Ritson, a respected marketer and former professor at
the London Business School, wrote a compelling metastudy for
MarketingWeek on how changes in marketing spend impact
organizations in tough times.
Source: https://www.marketingweek.com/mark-ritson-marketing-spend-recession-coronavirus/
6
T H E D A T A
Here’s what Ritson turned up.
7. 7
T H E D A T A
Source: https://www.marketingweek.com/mark-ritson-marketing-spend-recession-coronavirus/
Source: https://www.warc.com/content/paywall/article/hat/the-use-of-advertising-during-the-depression/14167
Study of 250 firms coming out of the 1920-22 depression:
Increased spend, increased revenues
Vaile, 1927:
• Firms that increased spend
saw dramatic revenue
growth upon emerging
from a depression.
• Those that spent the same or less
saw flat or negative growth.
Sales index during the 1920-22 depression
An index of 100 is equal to the average level of sales across 250 firms in 1920
8. • Profit Impact of Marketing Strategy. Source: https://www.marketingweek.com/mark-ritson-marketing-spend-recession-coronavirus/
Source: https://www.taylorfrancis.com/books/9780080471877
T H E D A T A
8
Biel & King, 1990:
• Maintaining or increasing ad
spend built market share
during and post-recession.
• Simply staying in market contributed
to small market share growth.
• Cutting ad spend had no effect on
short-term profitability.
Increased spend, increased market share
Study of 390 firms listed on the PIMS* database during recessionary periods:
The effect of advertising during a recession
9. Analysis of 40 studies of advertising impact on sales during and after recessions around the world:
Increased spend, increased share of voice
Source: https://www.marketingweek.com/mark-ritson-marketing-spend-recession-coronavirus/
Source: http://www.journalofadvertisingresearch.com/content/49/3/304
“When the economy expands, all firms tend to
increase advertising. At that point, no single firm
gains much by that increase. The gains of the firms
that maintained or increased advertising during a
recession … persist … (This is) a simple, but strong,
refutation of the theory for cutting back on
advertising during a recession.”
— 2009 post-recession study
by Tellis & Tellis
T H E D A T A
• When everyone else cuts
spending, your
marketing spend gains
disproportionate voice.
9
10. The key is balancing investment with efficiency
Study of 4,700 public companies before, during and after recessions of 1980, 1990 and 2000:
Source: https://www.marketingweek.com/mark-ritson-marketing-spend-recession-coronavirus/
Source: https://hbr.org/2010/03/roaring-out-of-recession
• Ability to gain
efficiencies in some
areas while continuing
to invest in others – like
marketing and
advertising – is a key
differentiator.
• This strategy was followed
by the 9% of companies that
emerged from recession in
better shape than when they
entered it.
T H E D A T A
10
PROMOTION-FOCUSED MOVES
MARKET
DEVELOPMENT
ASSET
INVESTMENT
BOTH
EMPLOYEE
REDUCTION
GOOD
SALES 4.6%
EBITDA 6.6%
BAD
SALES 3.9%
EBITDA 3.3%
WORST
SALES 3.3%
EBITDA -5.2%
OPERATIONAL
EFFICIENCY
GOOD
SALES 7.1%
EBITDA 4.2%
GOOD
SALES 8.4%
EBITDA 8.4%
BEST
SALES 13.0%
EBITDA 12.2%
BOTH
BAD
SALES 5.2%
EBITDA 2.1%
BAD
SALES 5.2%
EBITDA -0.5%
GOOD
SALES 9.2%
EBITDA 4.6%
PREVENTION-FOCUSEDMOVES
Gulati, R., Nohria, N., and Wohlgezogen, F. "Roaring Out of Recession"
Harvard Business Review, March 2010
11. The data says …
spend the same or more, not less.
> But why would keeping budgets the same
still show positive impacts in recession?
11
T H E D A T A
12. 2009:
During the Great Recession,
total U.S. media ad spend
dropped 17.5 percent.
Source: https://www.emarketer.com/chart/234946/us-total-media-ad-spending-2008-2012-billions-change
Source: https://www.marketingweek.com/mark-ritson-marketing-spend-recession-coronavirus/
2020:
“Less able marketers will
now cut their ad budgets
because their boss told them to
or because they actually think
that the savings from killing a
campaign will be superior to
any impact that advertising
would have generated.”
– Mark Ritson
T H E D A T A
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14. “All things being equal, a brand whose share of
voice (SOV) is greater than its share of market
(SOM) is more likely to gain market share.”
– The Nielsen Company
As Ritson points out,
competitors that cut budgets
will effectively hand you
ESOV, assuming you
maintain or increase budgets.
In so doing, they hand you
future market share.
Source: https://www.marketingweek.com/mark-ritson-marketing-spend-recession-coronavirus/
Source: https://www.nielsen.com/us/en/insights/article/2009/budgeting-for-the-upturn-does-share-of-voice-matter/
ESOV: Speed growth by staying the course
“For 30 years we’ve known that … a 10% share of
voice will probably enjoy a 10% share of market.”
– Mark Ritson
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T H E D A T A
15. Whether to continue investing in
marketing is one question.
As the preceding slides demonstrate, doing so can help
create long-term advantage.
> How you do it is another.
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T H E D A T A
16. Y O U R V O I C E
What are key principles for speaking to the
market and your people now?
17. Finding your voice in challenging times
None of us predicted what lay in store for 2020.
At times like these, it’s critical to balance staying true to your
brand while being sensitive to the transformational realities that
affect your markets, customers, suppliers and talent.
We believe it’s important right now to pay heed to
three guiding principles …
Y O U R V O I C E
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21. People have emotional connections to brands. And
thanks to social media and digital connectivity,
brands are more present in people’s lives than they
have ever been before.
Which means consumers are watching and paying
attention.
Following are a few things to keep in mind about
being present.
Your voice:
Be present.
Y O U R V O I C E
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22. Y O U R V O I C E
22
Being present:
Participation matters.
You’ve seen the examples. Distilleries making hand sanitizer.
Telecom companies providing free bandwidth for remote-
schooling students.
These pivots are the right thing to do. They are also ways for
brands to show connection and relevance, and to
genuinely give back to the customers and communities
that support them.
Short term, that equals a comfort.
Long term, it can equate to a more loyal customer base.
Army photo by Sgt. Joe Parrish
23. Y O U R V O I C E
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Being present:
Absence speaks volumes, too.
Consumers may not want to be hounded with offers, but that
doesn’t mean they don’t expect you to be part of the
conversation or maybe even part of the solution.
People expect brands to be part of their lives — in good times
and bad — and nothing is more a part of life than what we’re all
experiencing together right now.
Put another way, “Good friends don’t disappear in bad times.”
Photo by Drew Beamer on Unsplash
24. Y O U R V O I C E
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In marketing, people can become focused on ad spend. But right
now it’s important to focus on the context of engagement itself.
For example, if you rely heavily on conferences for lead
generation, how can you build tools or strategies to replace that
presence in the coming months?
Investing more time in new areas might help you
maintain or grow presence, even if spending cuts are
required.
Being present:
Shifting can be maintaining …
or even growing.
Photo by Quentin Dr on Unsplash
25. Whether you’re a global brand or a local nonprofit,
your most loyal longtime customers and your most
enthusiastic new customers choose you in part
because they like you.
People invest their time and emotional connection
in other “people.”
Here are a few considerations about being true to
yourself.
Your voice:
Be you.
Y O U R V O I C E
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26. Y O U R V O I C E
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We all have a friend who makes us laugh. And when you’re in a
tough position and need a laugh, you call on that person.
The same is true of brands. We turn to them because we trust that
they’ll deliver what we already have experienced from them.
So while you must be mindful of tone, you must also be mindful
that your brand has created a distinct set of
expectations. Living up to them in familiar, expected ways can be
a comfort to your customers — something we can all use right
about now.
Being you:
Consistency is a welcome
form of stability.
Photo by The Creative Exchange on
Unsplash
27. 27
Y O U R V O I C E
As comedians say when they tell a sensitive joke about a
piece of news and no one laughs … “Too soon?”
You have to be you, and you need to be present, but just
because your customers engage with the crisis in emotional
ways (good and off-color), doesn’t mean you should join
them.
Rather than weigh in, follow what’s happening and
find ways to join the conversation by being who
you are — funny, serious, comforting or just plain smart.
Being you:
But also know when not
to participate.
Photo by Taylor Deas-Melesh on Unsplash
28. Your voice:
Be mindful.
For most organizations, its people are the living faces of its
brand. What you do now, why and how you do it will resonate for
a long time to come.
Also, in most organizations there is considerable overlap and a
shared interest in aligning market-facing activities with internal
organizational imperatives.
Here are some ways that you, as a marketer, can help your whole
organization be mindful of the importance of talent in
overall reputation and marketing.
Y O U R V O I C E
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29. Y O U R V O I C E
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Being mindful:
Remember that marketing &
culture are two sides of the
same coin.
Your people embody and share your brand like no one else.
You have a key role to play alongside human resources and
operational colleagues to ensure that your people remain
informed, engaged and focused on delivering your brand.
Ultimately, everyone in your business is a
marketer and represents your brand.
Help them find ways to contribute to the brand. Use this
time to build skills, tackle back-burner projects, pitch in on
new initiatives.
Photo by Berkeley Communications on
Unsplash
30. Being mindful:
Be proactive in defending
your employer brand in
difficult times.
What you say and do in the market can’t be out of
alignment with what you do with your own people
during this challenging time. It will be remembered
and have an impact on how both customers and
potential new customers perceive your business.
So be sure to keep an eye on the interaction
between your brand and your talent
communications internally and externally during
this time.
Y O U R V O I C E
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Photo by NeONBRAND on Unsplash
31. By investing in these initiatives, you’re
helping your brand stay present, stay
tuned in and remain a relevant and
positive contributor to your people,
customers and communities.
And you’re showing your customers that
you are who they think you are.
M A K I N G Y O U R C A S E ( E S P E C I A L L Y N O W )
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32. M A K I N G Y O U R C A S E ( E S P E C I A L L Y N O W )
Want to talk it through?
We invite you to set up a one-on-one consultation with Kevin Keohane, strategy director at
PartnersCreative. Just click the link below and let us know a little about the challenges you’re
facing in your marketing, internal engagement or other communications initiatives.
We’ll email you a Zoom meeting invitation to talk with Kevin. These consultations are at no cost.
Kevin Keohane has helped create award-winning, effective
brand and talent solutions for companies including
Deloitte, AstraZeneca, KPMG and Coca-Cola, as well as
small NGOs and government departments on multiple
continents. Among his many accomplishments, Kevin was
instrumental in repositioning Ernst & Young as EY using
purpose-led positioning.
Click to schedule a conversation with Kevin.
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33. One last thing you can do …
It’s never been more important for marketing leaders to keep up with the latest thinking. If you don’t already, consider
subscribing to MarketingWeek and following Mark Ritson’s work. Special thanks to both for inspiring us to put together
this deck.
You can read Ritson’s full column here: https://www.marketingweek.com/mark-ritson-marketing-spend-recession-
coronavirus/
We would also like to acknowledge the following sources:
Journal of Advertising Research: http://www.journalofadvertisingresearch.com/content/49/3/304
Harvard Business Review: https://hbr.org/2010/03/roaring-out-of-recession
The Nielsen Company: https://www.nielsen.com/us/en/insights/article/2009/budgeting-for-the-upturn-does-share-
of-voice-matter/
Emarketer: https://www.emarketer.com/chart/234946/us-total-media-ad-spending-2008-2012-billions-change
Cover photo by Zack Xavier on Unsplash
M A K I N G Y O U R C A S E ( E S P E C I A L L Y N O W )
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34. Additional resources for marketers
For additional perspectives on marketing through difficult times, here are a few other good reads and data sources:
“Brand marketing through the coronavirus crisis” (Harvard Business Review)
https://hbr.org/2020/04/brand-marketing-through-the-coronavirus-crisis?referral=03759&cm_vc=rr_item_page.bottom
“How to market in a downturn” (Harvard Business Review)
https://hbr.org/2009/04/how-to-market-in-a-downturn-2
“Brands & COVID” (BBH – download)
https://drive.google.com/file/d/1cJl7j0bNx41YkDf_ODAg3eGRb387Z_A5/view
“Looking Back at the Great Recession, as the World Faces a Coronavirus Pandemic” (Emarketer)
https://www.emarketer.com/content/looking-back-great-recession-coronavirus
“What marketers and agencies might expect if a recession happens” (Ad Age)
https://adage.com/article/cmo-strategy/what-marketers-and-agencies-might-expect-if-recession-happens/2195251
“7 Strategies for B2B Marketing during a Recession: The Definitive Guide” (Marketo)
https://blog.marketo.com/2008/06/7-strategies-fo.html
M A K I N G Y O U R C A S E ( E S P E C I A L L Y N O W )
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