Recession Marketing Vlog: Develop Trust & Connectivity

Back to the ten series on recession marketing.! Our fourth strategy to survive the tough economic times is focused on developing trust and connectivity. You have to give cthe consumers what they need to be true brand believers. At the ANA Masters of Marketing conference, Coca-Cola CMO 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.

Comments

[Ekaterina Tsvetkova]

Great point about trust and connectivity! But how to know whether or not we’re hitting our target audiences? What I hope carries over from print media is circulation auditing and other accountability strategies. It seems risky to hand over your ad spend to a site that has uncertain metrics. We’ve recently been working with www.buysafemedia.com (ANA is a supporter of Buy Safe Media too) and they have some valuable insights about the importance of placing ads in audited media and how it affects the return on investment.