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creative briefs |
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Marketers often overlook some of the brand’s most important touchpoints when developing their marketing plans. Here’s an excellent case study on how one brand touched its prospects in unique ways to maximize an event appearance.
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Hello again. Are you an aggressive marketer? This soft market is giving you an opportunity to take share from your weak competitors. We'll talk about that and we'll compare social networks to email. Oh, if you like this enewsletter, please help me out. Forward it to a friend.
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Creatively yours,
Harry Hoover
harry@my-creativeteam.com |
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| Take Market Share Now |
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By Harry Hoover
Bold marketers know this: an economic downturn is the perfect time to gain market share. Spending marketing money during tough times seems counterintuitive, but time and again it has paid off for some of the best known brands. During the 1970s Revlon and Phillip Morris turned up the advertising heat to gain market share. Further, MediaPost reports that,
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A McGraw-Hill Research analysis three years after the 1981-82 recession found that companies maintaining or increasing ad spending during that period enjoyed 256% higher sales than companies that had decreased their budgets. |
There is no better time than a recession to brand yourself as an industry leader and survivor. Consumers avoid lesser known brands during tough times. They want the comfort of knowing they have purchased something from a brand that will weather the storm.
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| Social Nets Vs. Email |
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By Harry Hoover
A new Nielsen study shows that social networks have overtaken email as the most popular online activity. Says a story in Adweek,
Active reach in what Nielsen defines as “member communities” now exceeds e-mail participation by 67 percent to 65 percent. What’s more, the reach of social networking and blogging venues is growing at twice the rate of other large drivers of Internet use such as portals, e-mail and search.
No real surprise there. Email is maturing. It has settled into its niche as an excellent longer-form instantaneous communication tool.
How mature? Friend Mark Harrison and I were discussing this recently. Email has become so mature that spam has decreased in our inboxes. Now, we’re starting to see spam infiltrate social media. When spam arrives, so has your medium. You can learn a lot from spammers. But that is a topic for another day.
Eventually, every medium finds its place. Radio didn’t kill newspaper and magazines. TV didn’t kill radio. The web didn’t kill everything else. I’m still a believer in the power of email, as I’ve said on numerous occasions.
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