 Länksamling:
The following are listed in reverse chronological order. We hope you find them useful. For additional studies and information contact Robert r.dreblow@wfanet.org
Seven Strategies for surviving the downturn. eMarketer, Nov 2008
A hefty (41 pg) US and online-centric document: The author’s suggested strategies are (1) Increase your accountability capabilities (2) don’t underestimate search marketing during a downturn (3Consider online branding (4) Stay close to your customers (5) Engender Trust (6) Consider online video (7) Test, test, test.
Delivering the best for less. WARC/ Market Leader, Autumn 2008
This paper suggests that at the advent of a recession, companies have two options: (1) to dig in and aim for survival or (2) reflect on previous recessions, and attempt to discern what strategies could be adopted that could turn a downturn into a period of possible advantage. Using experience of previous downturns, former FMCG marketing director Charles Kirchner outlines a plan for reviewing and optimizing spends in a tough market.
Marketing in troubled times. Naked, May 2008
A succinct (2 page) interesting perspective suggesting that the old ‘rules of the road’ no longer apply to
marketing in a downturn; given the changing landscape we operate in. Also provides some examples of how brands have responded to past downturns in innovate ways.
Marketing cuts budgets by 3% in a downturn. Forrester, April 2008
An interesting overview of a survey which asked senior marketers about their anticipated responses to the downturn. Also aims to predict some of the ‘bi-products’ of the downturn, such as the increased integration of digital into the agency offering as well as the accelerated drive towards on demand TV. Recommendations, maybe predictably given the author, include investing more in intelligence and analytics.a
To spend or not to spend? Millward Brown. April, 2008
Useful overview looking at the relationship between share of market and share of voice, between brand size and profit margins and the opportunity presented by reduced ‘noise’. Also focuses on the many variables to consider including size and nature of your category, customers and brand strength. The paper concludes that the biggest barrier facing marketers is likely how much senior management within your company value marketing and if they are prepared to look at the long term.
How to pick your spots when the budget axe is about to fall. WARC/ Marketing NVP, 2007
Appreciating that in the real world most companies have to reduce marketing spends, this piece analyses where you should consider making the cuts, particularly for those companies who are unsure about their accountability capabilities: Suggested areas of focus include (1) saturated media (2) unjustified sacred cows (3) smaller brands (4) off-peak periods.
Checklist for developing recession marketing plans. WARC/ AAAA, 1991
Succinct one pager proposing four stages to recession marketing planning
1. Assessing external factors (timing, customers, value)
2. Assessing internal factors (financial, human and physical resources)
3. Determine strategy (stance; offensive versus defensive)
4. Review and control (relationships with all parties, position for the future, defined roles)
Följande artiklar och studier nedan är tillgängliga på WARC prenumeratinssidor på sektionen - Spotlight on Recession:
http://www.warc.com/Information/HowToSubscribe.asp
Är du däremot inte prenumerant, får du tillfällig tillgång genom att besöka: www.warc.com/trial
Is there a silver lining to recession? WARC, September 2008
This article argues that in a recession relative price matters more than low price: brands should maintain an appropriate differential from their competitors, the size of which should depend on the quality of each product. Smaller luxuries can also prosper should consumers cut back on more expensive purchases. As such, a certain degree of 'business as usual' can be essential to surviving a downturn.
Targeting changing consumer behaviour in a downturn. WARC, August 2008
Based on a review of 30 high-performing FMCG brands, this article argues that successful companies can make a downturn the foundation of their strong position. It cites Axe/Lynx, P&G's Fairy, Swifter and Starbucks as brands which have successfully exploited previous recessions.
How to get ahead in a recession. WARC, Feb 2008
Moray MacLennan, president of the UK IPA and chairman of M&C Saatchi Europe, argues that periods of
recession can actually be a good opportunity to gain competitive advantage. To profit from downturns, brand owners need to keep a forward-eye on economic conditions, learn from winners of previous recessions by investing in marketing to ensure their brands have a higher share of voice than current market share and know how to exploit the advantage of strong, creative advertising.
Dokumentet med samtliga länkar finns även i bifogad PDF
|
