The Traditional Flight To Quality PDF Print E-mail
Sunday, 28 September 2008

Active ImageIn economic downturns the advertising industry always deals with corporate executives and CFO's making across the line cuts to simply stick with what they feel are the tried and true marketing investments. Essentially, they all board the flight to quality. In most cases, in my opinion, they go for a short term save and take their eye off of properly managing the brand long term.

Really though - Can you blame them?

The experimental budgets get wiped out, and the monies left get allocated to comfort medias.

HOWEVER, with the proliferation of new technologies and media a good, quick look at the current landscape and consumer behavior ­ old school corporate execs should make sure that they get on-board the right flight. You see, quality has moved addresses.

Active ImageMake sure that the senior level execs at your company know the new address of quality.:) Wouldn't want to see brands throwing their money into the old home address of quality. That old address is now occupied by noisy neighbors that nobody pays attention to.

Just a thought.

Spend wisely

Comments (2)add comment

LA Marketing Company said:

  I think that the current market turbulence will results in many marketing VP's to shift their spend to quantifiable advertising. I think the most likely winner will continue to be Google and paid search ads as there is a direct return on your investement and it's very easy to measure. Display ads will continue to struggle, but commercial paid search terms will only become more and more valuable.
October 04, 2008 | url

Noel - Attack! Marketing said:

  "Hold steady, stay the course" seems to be American way of life during scary times, so you're right, you can't blame them for sticking to that way of thinking. Unfortunately, though, it just adds to the noise trying to penetrate ever growing filters. Agreed on the quantifiable advertising comment, but adwords and paid search ads are only part of the equation. High consumer touch-points (aka "Brandshakes" as coined here, I believe) are absolutely necessary to make sure brands stay "in the mix" amongst consumers, especially when budget ROI is under a microscope. Couponing, Sampling, Events and Non-Traditional campaigns have a higher potential to create brand experiences that stick.
October 14, 2008 | url

Write comment

security image
Write the displayed characters


busy
 
< Prev   Next >
[ Back ]