Times are changing. As discussed in this Blog late last year, marketing rules that worked as recently as last year are now also changing as consumer values are shifting. The spending motivations of 2007 are looong gone. Higher-order benefits, experiences and aspirational values, which marketers aim to associate with brands, are being reshuffled in the 'way way back' areas of the consumer's mindset. It's going to take new marketing communications (and maybe adjusted positioning) to get the consumer to spend again.
Simply put, to sell in this new environment, make sure the brand's positioning message has been revisited since last year, before you bring the media manager in with a new offline/online spend plan. And if you're working on new products or business lines, don't underestimate the pressure for value that's going be there (on margins), as you now project and price that business into the marketplace. It has never been more important to get your message right - don't just assume last year's advertising campaign is still worthy of investment. (If your business is struggling now, you'd be wise to hire someone who knows brand positioning before burning dollars on more media behind an idea that's become off-the-mark in today's new world of 2009 and beyond.)
The example below is humorous, but it wouldn't be even a little funny if it weren't also a little bit true:
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