Seek multiple touch points

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Elissa Tomasetti stands at the head of marketing for the Financial Times. The international business newspaper launched its own “Beat the Downturn” advertising campaign, which provides white papers, case studies and other resources to help marketers validate advertising spending in the wake of the financial crisis. The campaign also set an example: “We believe in advertising as the secret to long-term success through a downturn,” Tomasetti said. She shared her marketing insight with BtoB. BtoB: How has the financial crisis impacted the climate in which marketers in this vertical are working? Tomasetti: There is a longer lead time to sales, and clients often ask to see a lot of data and big ideas, but they are being cautious about how they spend right now. It is a climate of some uncertainty. Having really solid relationships is important. Being a trusted brand is very important. The basics are very important. BtoB: What kind of campaigns are you seeing now? Tomasetti: The campaigns we are getting span the gamut of brand and product advertising. A relationship with the right parts of our product is important, [as is] making sure they are speaking to the right audience. In the case of companies wanting to do more customizable things, that's a trend in our advertising proposition. We are pulling together print, Internet and other product offerings, and trying to identify the ways [marketers] can have multiple touch points with their audience. They may get to own a category across our products. Allowing customers to associate with video on our Web site has worked for us. Associating with topics like leadership or managing through a downturn has been helpful. Those are topics we can make “ownable” for a time. —C.W.
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