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SMART MARKETING
IN TRYING TIMES
5tips for managing your
advertising in a down market
1. Translate urgency into energy.
A sense of urgency can be good—it can motivate you to think creatively and act decisively when planning and implementing your advertising. But if urgency translates into panic instead of energy, the impact is almost certain to be negative and hurt your advertising and your brand short-term and long-term.
2. Keep advertising.
When you need to cut expenses, a temptation is to look first at a brand’s promotional budget. After all, the ROI on many types of advertising—such as image-building campaigns—can be difficult to quantify. But brand-building is a long-term effort with long-term returns; cutting corners now can cost more later. Beyond helping to sustain customer awareness of your brand, continuing your advertising and other branding activities in a down market demonstrates to your customers that your company is healthy and committed to long-term leadership.
3. Look forward.
Try to stay optimistic and look forward to more profitable times—in general, but also from a strategic and tactical point of view. Position your brand—and communicate its strengths—to be top of mind when your customers are ready to part with their precious resources.
4. Share challenges, share solutions.
Nearly everybody is experiencing difficulties or worries: your customers, your partners, your vendors. When all parties empathize, they can collaborate more effectively to develop mutually beneficial solutions to shared challenges.
5. Pick your partners wisely.
Now more than ever, you need partners who are quick, nimble, and resourceful— who know how to get results while helping you manage your budget. A prime (definitely not sub-prime) example?
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NEW MUST-SEE
SITE FOR MEDICAL MARKETERS
Visit the new website of the ideal partner to help you develop communications at any and all times, even the most trying:
www.bryantbrown.com
The site covers:
• Examples of highly effective and cost-effective communication campaigns for healthcare brands.
• Services of greatest value to marketers: strategic and tactical planning, copywriting, design, media planning, and expert project management.
• Why experience counts. An experienced partner won’t squander your budget just getting up to speed on your market and audiences.
EXPERIENCE bryantBROWN communications
One of the most experienced healthcare marketing agencies, bryantBROWN produces award-winning work in all media targeting all audiences “everywhere in healthcare”: biotechnology, pharmaceuticals, diagnostics, managed care, patient and professional advocacy, and more.
Rely on bryantBROWN for on-target strategic and tactical thinking…very creative, uniquely effective communication campaigns…and award-winning Web, digital, print, and broadcast solutions to your marketing and education challenges.
Contact
bryantBROWN communications.
Our experience includes work with:
VISIT: www.bryantbrown.com
CALL: 310.406.2460, ext. 101
eMAIL: bob@bryantbrown.com
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© 2008 bryantBROWN communications