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Digitas gives wartime marketing recommendations

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Boston--While many marketers have said they will pull advertising if war breaks out, Carl Fremont, senior VP-global media director at direct marketing agency Digitas, says that war doesn’t mean that all marketing activity should cease.

Instead of high-profile media, Fremont recommends that marketers should consider other channels that talk directly to customers.

“Especially during uncertain times, it’s important to keep in touch with your customers,” Fremont said.

Among Fremont’s recommendations:

--Communicate directly with customers.

--For your best customers, an e-mail from the company’s chairman can assure them that their business is important.

--Use your Web site to tell customers what you’re doing to ensure continued quality.

--Think twice about telemarketing.

--Keep message more helpful than promotional.

--Sean Callahan

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