|MARKETING IN A RECESSION|
Ad Age explores what marketers, media and agencies are doing to survive and even thrive in the downturn.
vice chairman- chief operating officer,
"A recession is an opportunity to shake up the status quo: Weak competitors are ripe for attack; underserved customer groups and undefended markets are everywhere; consumer behaviors change and adapt and, as a result, unmet consumer needs arise all around us. Some markets open up and others shut down. It's also a time in which new technologies arise, often with little understanding initially of how they will change the marketing landscape.
More than anything, a recession requires us to take a hard look at our priorities and strategies: Is the critical task growing share or is it increasing engagement? Should I focus on maximizing the profitability of my existing base or should I go out in search of new markets? Is my current marketing mix really the best use of my resources? Are there new and better ways to engage with my customers and potential customers?"
chief strategic officer,
"Start re-engaging with your Rolodex. During the high-flying times, it is easy to lose touch with past clients and colleagues. Now is a great opportunity to re-engage and strengthen your network. Start having breakfast (with whoever you can). Marketing your ideas and your own brand must also happen offline. Consider scheduling two breakfasts per week with a long-lost colleague or an old client. You'll be surprised what potential opportunities and realizations can arise over breakfast. And besides, breakfast is the cheapest meal of the day."
Founder-Ceo Of Behance.Net
worldwide director-communication planning,
CEO-chief creative officer,