Have you been privy to the research that all media owners and agencies bring out during a recession to make sure marketers are aware that they are supposed to increase their marketing spend?
In case you have missed these insights, the overall message is that if you are able to invest during a recession, increasing your share of voice will see your brand reaping long term rewards.
Having read many articles on the subject from the likes of Millward Brown and AMASA we have worked out practical pointers that will assist marketers in applying this principle practically – even with limited budgets.
We have put together 5 practical, tried and tested tips to re-invigorate your marketing and make your hard-won recessionary rand go further.
Re-think your traditional communication channels - for example, the internet is a growing platform for reaching and interacting with customers, especially with the impending new broadband undersea cable which will make internet access cheaper and faster. Online marketing is cheaper than traditional methods, provides great new opportunities and tools, has unbelievable reporting and analytics, is instantaneous and can prove ROI as opposed to many traditional channels.
Re-affirm relationships with suppliers and customers during times of uncertainty to ensure your brand continues to be perceived as stable and strong. When times are tough, communication builds relationships.
Re-turn the love – now is the time to prove to your customer that your brand is thinking of them by adding value or giving something back.
Re-enforce – Creative communication should be direct and to the point. Feelings of uncertainty and insecurity at this time need reassurance through clear concise brand communication. Don’t confuse or alienate customers through “clever” ideas (I want to buy bread that is nutritious and feeds my family, not bread that lands on the moon in a spaceship…)
Re-align – choose professional partners or suppliers that can provide you with a focused service, added value and a value for money offering. Bigger is not always better.
Re-view – Production of marketing materials or products can be achieved in different ways, to give different results at different costs. Your service provider must add value by giving constructive input and advice on cost effective production.
Realise – That you outsource certain professional needs to acquire professional skills and advice. Don’t cut corners and try to do things yourself, you will do your brand a massive disservice – trust the experts – you would never attempt surgery on yourself, would you?!
Give your brand a chance at recession survival by giving it the right tools at the right time in the right place, at the right cost.
For more information, contact Artifact on 011 467 6241 or info@artifact.co.za
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