AJRoss Blog

2009 was a year of budget creativity! With the economy in crisis and jobs on the line, clients felt the pressure to gain more results from advertising than in the past. BUT, this had to be done with smaller budgets. The result was more one-piece advertising and fewer campaigns to drive multiple messages, as well as relying on one medium (vs. several) and smaller size advertising, thereby generating space for their competition.

Although this created complications in branding business pressure, in this instance it also strengthened the working relationship between the agency and client. For clients, it instilled the need to be more focused in working with their advertising agencies. It also made those who never worked with agencies recognize the need for advertising for their business this year.

We have seen two completely different reactions among our clients: half are financially focused and the other half has taken the competitive edge in the marketplace while their competition is laying low.

The financially focused clientele have decreased their media placement and increased their online presence by creating new websites as well as using banner advertising, email marketing, social media, and blogging. This direction allows for stronger branding and an increased message through various vehicles without the limitations printing costs or media placement take from budgets.

Among the other half of our clientele, we’re seeing the trend of redirecting finances from other areas of the business and focusing it on advertising. They are taking advantage of the lack of competition in the media market place. They increase their media budgets and create several timed campaigns that span a few months and send the same messages through print, radio, online advertising, and social media. This strategy not only takes advantage of the lack of competition in front of consumers but also establishes a stronger placement in the market for those companies in a better market in the future.

For those clients with financial concerns, email marketing is the new direct mail; websites and banner advertising are the new print campaigns; social media is the new networking; telemarketing and blogging are the new PR. Print advertising is, well, still print advertising!

When times are tough the first things businesses cut are their advertising and marketing budgets thinking they are saving money; what they’re really doing is cutting off their lifeline to profits in our current hard economy. If anything, advertising should be increased, and here are some of the reasons why:

The Competitive Advantage
Advertising during a bad economy clearly creates a competitive advantage by creating Brand Assurance. Brand Assurance establishes confidence in your demographic when you are consistently in the public eye. Most importantly, you’re at the top of buyers’ minds when purchase decisions are made. People don’t stay loyal to products or companies based on the memory of a strong campaign in rosier times. Memories are short and advertisements that bombard them today and every day are what will stick in their heads and make you a household name when they make a purchasing decision.

There are certain cost effective ways to market your company that you should pay strict attention to. Some of these include:

Website Content
Keep your website fresh and current. Your website has become one of your most important marketing tools. It’s the voice of your company 24 hours a day. It can offer customers your latest promotions or house an entire catalog of information.  It allows you to deliver countless amounts of new information without printing or mailing expenses. You have the potential to connect with millions of people. Now it’s up to you to hook them and keep them interested with new information.

Email Campaigns – The New Way to Send Direct Mail
One of the best ways to reach your existing clients and new prospects is by sending out email campaigns.   It could be an article, newsletter, or just new information of what‘s going on with your company. Your presentation of your email marketing campaign needs to be professional and well thought out. It might be a good idea to hire a professional like AJ Ross to design your initial template. As the old sayings go, “first impressions”and“you get what you pay for.”

You’ve established your brand, built and maintained a strong website, and sent out an email campaign …… so what’s next?

Can you be found on Google?
Another important factor in marketing your company is Search Engine Optimization (SEO). It is the process of improving the volume and quality of traffic to your website. When SEO is done properly, it will place you high on search engine result pages with certain key phrases and terms (i.e. real estate, law firms, doctor, etc.).  You should also hire a professional like AJRoss to help you with your SEO. With millions of people online daily, it is worth the investment.

The economy may be bad, but people are still spending money on products and services. Now is a great time to keep your market share and prove Brand Assurance particularly in these bad economic times. Consumers and companies alike will feel comfortable spending their money on the services your company provides. Make sure they know your name, increase their confidence in your staying power, and assure them you will be there tomorrow and in the years to come.