ANA Marketing Musings

Recession Marketing Blog: Trust Your Agencies

We are now up to the eighth strategy, “Trust your agencies.” Agencies are your ultimate "brand consultants" in forming strategy, developing breakthrough creative and expanding media platforms.

Recession Marketing Vlog: Invest in Your People

Our number seven strategy is to 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.

Recession Marketing Vlog: Be Accountable

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

Recession Marketing Vlog: Integrate All Communications

The fifth strategy to survive the touch economic times is to reach the consumer base through multiple avenues, but creatively deliver the same message across all platforms.

ANA and 4A's Address Legitimacy of Magazine Bleed Charges

The ANA (Association of National Advertisers) and the 4A's (American Association of Advertising Agencies) recently formally encouraged their members to discuss with publishers the outdated practice of charging to accommodate bleed ads in magazines. The organizations suggest that publishers could simplify their rate cards by not including incremental charges for bleed ads. This initiative is a result of analysis conducted by the ANA Print Advertising Committee and the 4A's Print Media Committee.

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.

ANA Supports Delay of DTV Transition

Last week, we sent out a media alert in which we announce our support for the delay of the DTV transition. The ANA, the 4A's and the AAF jointly back the requests that Congress delay the digital TV transition. We pointed to Nielsen’s projections of the number of households that could lose TV if the transition takes place on Feb. 17. We also cited the chance for the government to address some unresolved issues that arose throughout the transition process. Take a look at my video blog as I zero in on the importance of postponing the transition to digital television.

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