ANA Marketing Musings

Recession Marketing Vlog: Let Creativity Fly

Thanks for coming back and looking at my third blog in this 10-series, "Marketing in a recession" video blog. The third strategy deals with being creative. Innovation through consumer insights and experimentation can produce breakthrough ideas. I tell you why it's important, especially in tough economic times.

Recession Marketing Vlog: Invest In The Brand And Be Courageous

Welcome back! Today, I will share with you the second strategy to survive the turbulent economic times. This one talks about being courageous and the importance of investing in the brand in order to grow market share, and have overall better long-term growth than competitors.



Check back early next week for the third way to bounce back stronger from tough times.

Technorati tags: marketing investment recession tough economy AdAge

Recession Marketing Vlog: Passion and Leadership are Imperative

Welcome to my very first video blog! I'd like to invite you to my office where each week, I'll discuss the latest in the marketing industry. First, I will start a series of video blogs on marketing in a recession, based on the "Top Ten" published in AdAge. Today, you will hear the first strategy marketers need to deal with the tough economic times. This strategy deals with the need of passion and leadership to be a successful brand.

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P.S. Feel free to comment on my video blogs!

Technorati tags: marketing recession tough economy AdAge

Ways to Bounce Back Stronger from Tough Times

1. Passion and leadership are imperative

A successful brand needs a strong, visible leader who oozes belief in the business and the consumer proposition. That passion cascades throughout the organization and becomes infectious.

2. Invest in the brand and be courageous

Defy conventional wisdom and spend to grow market share. Studies have repeatedly shown that businesses that increased marketing investments during a recession grew market share, increased margins and had better long-term growth trends than their competition.

3. Let creativity fly

Innovation through consumer insights and experimentation can produce breakthrough ideas.

4. Develop trust and connectivity

Give them what they need to be true brand believers-and loyal forever. At ANA's Masters of Marketing Conference, Coca-ColaCMO Joe Tripodi said, "We went to our core audience, asked them what they wanted, and gave it to them." The result: the immensely successful launch of Coke Zero.

5. integrate all communications

Reach the consumer base through multiple avenues-but creatively deliver the same message across all platforms.

6. Be accountable

Create a culture of accountability and partner with finance, research and analytics to measure everything you can. IBM's success is grounded in a disciplined process that started with a cross-functional marketing and finance team that reviewed all activities.

7. Invest in people

Build skills, build capability, build knowledge and watch the bottom line grow. Zappos brings employees to its Las Vegas headquarters for a week of training to ensure they embrace the company culture and philosophy.

8. Trust your agencies

They are your ultimate "brand consultants" in forming strategy, developing breakthrough creative and expanding media platforms.

9. Strengthen the marketing supply chain

Aggressively pursue efficiencies and productivity, and watch the dollars flow.

10. Be socially responsible

Do the right thing. Your consumers will notice and reward you for giving back. Jim Stengel, former P&Gglobal marketing officer, says it is time for us all to "go beyond cause marketing or ideals-based branding and have an inspirational and motivational reason for your brand."