See this long line?People waiting to renew their driver's license?
Laid-off workers filing for their unemployment claims?
No, it is a line of all the former Michael Jackson publicists looking to get their media sound bites today.
See this long line?Maintain marketing spending. It is well documented that brands that increase (marketing) during a recession, when competitors are cutting back, can improve market share and return on investment at lower cost than during good economic times.
I can't tell you whether to cut your budget. However, public relations, marketing and advertising are the things that keep you and your business in the public view.
Often when I do marketing and public relations workshops designed for entrepreneurs, I remind them many times throughout the course of the day how important it is have visibility. One example I like to use is McDonald's.
There is seemingly a McDonald's drive through on nearly every corner around the globe. Each month you can peruse magazine racks at book stores and find at least a dozen ads for McDonald's. You can also find a McDonald's television commercial every day. And I would imagine the same is true of radio. And their community involvement with the Ronald McDonald charities also gives them high visibility.
I doubt that there's a human on earth that hasn't either eaten at McDonald's or at least seen one while driving or walking. So, if everybody knows that these restaurants exist — and, for sure, McDonald's success is real — why does the company bother to keep such a highly visible marketing, advertising and public relations campaign?
The answer is simple — executives know that without that consistent visibility the company would eventually become just another restaurant chain.
1 comments:
Awesome. Americuh!
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