1. LESS IS MORE
BRAND BUILDING WITH A SMALL BUDGET
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2. BIG, DIFFERENT OR SMALL
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3. “It is not the strong, nor the intelligent who
survive, but those who are quickest to adapt.”
Charles Darwin
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4. THE MOST CHALLENGING BUSINESS
ENVIRONMENT FOR YEARS
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5. SAY THE ‘R’ WORD
• Recessions caused by liquidity
problems are particularly severe.
In recent months we have seen
major financial institutions and
the world’s stock markets
collapse.
• Some companies do succeed in
recession. They see it as an
opportunity for growth.
• Your company needs to estimate
the profitability of marketing
spend. The time is now.
Παρασκευή, 27 Φεβρουαρίου 2009

6. CUT THE
MARKETING
BUDGET
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7. CUT BUDGET
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8. FLIGHT, FRIGHT OR FIGHT
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9. Why?
• Is your industry recession-
proof or recession sensitive?
• Where does your company
place on the scale?
• How can marketing help grow
profit?
• Can you deliver a knock-out
blow to competition?
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10. RECESSION EXIST ON(LY), IN
THE MIND OF THE CONSUMER
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11. Changes in consumer behavior depend not so
much on how much money people have, but
on how they view that amount. It depends not
so much on their current financial situation,
but on their expectations.
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12. Recession-proof
• They expect their income
to grow. They’re
confident about their
income and savings.
• A recession does little to
change their behavior.
• Enjoying the material
benefits of life is
important to them, so
they will keep buying top
of the line brands.
Παρασκευή, 27 Φεβρουαρίου 2009

13. Solution-seeker
• Even in deep recession
this group is optimistic
about their future. They
believe they will keep
their jobs.
• Their life is not so much
financial gain as
achieving what they see
as the good life.
Παρασκευή, 27 Φεβρουαρίου 2009

14. Security-seeker
• These people are
obsessed with financial
security.
• They are looking for more
than just a “good buy”.
• Their need for security
leads them to well known
and trusted brands that
offer reassurance and
stability.
Παρασκευή, 27 Φεβρουαρίου 2009

15. Vulnerable
• These people have
opposing life goals. They
want the better things in
life for the social status
they bring.
• But at the same time they
feel the need to be
cautious and protect
themselves.
• They may switch to buying
products and brands that
are more affordable.
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16. PUT AN END TO TELE-TERROR
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17. WINNING STRATEGIES IN RECESSION
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18. No more
Mr. Nice Guy
• Recession is an opportunity to
put weaker competitors out of
the market.
• Review your competition to
see which brands are
vulnerable. Is the cost of
additional marketing support
less than the potential gain?
• Research will help you here. A
decline in the strength of
consumer’s relationship with
the brand can be seen in
research after 6 months.
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19. Harvest the Cow
• Companies that increase
marketing spend in recession
increase their market share.
• Higher ad-spend achieves
greater share gains during
“recession” times.
• New and improved products
have more consumer impact
when competitors are weak.
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20. High Value
• Consumers always look for
value for money, especially
in recession.
• Value doesn’t mean cheap.
Value for money can be
defined as (relative) price
times (perceived) quality.
• You can improve your
brand’s value by increasing
its perceived quality at the
same price.
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21. INVEST IN CREATIVITY
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22. CREATED DURING RECESSION TIMES
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23. HOLLYWOOD DOES WELL IN RECESSION
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24. Emotive Persuasive Informative
60
45
30
15
0
Sales Market Share Profit Loyalty
Source: Binet, Less and Field: Marketing in the Era of Accountability Base: 880 Campaigns 1979-2006
APPEAL TO THEIR EMOTIONS
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25. On Target
• Multi-channel campaigns
have better success rate
(65%) than single channel
campaigns (58%).
• Don’t spread your budget too
thinly across too many
channels. The crucial metric
in every channel is always
the share of voice relative to
the competitors.
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26. THE MEDIUM IS THE MESSAGE
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27. OK, WE’RE DESPERATE
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28. Where to cut
• Drop support for stagnant
brands.
• Exploit seasonality to make
cuts in off-peak sales periods.
The sale loss will be lower.
• Small brands often take a
disproportionate share of
marketing spend because
they are trying to grow, but
bigger brands are likely to
deliver bigger returns in the
short term.
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29. Great advertising can sell 20 times more than
average advertising. The recession will put
extra pressure on the advertising budget, you
need a bigger bang for every cent.
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30. CHOOSE AN AGENCY THAT LOVES EFFIES
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31. ENGAGE THEM WITH YOUR BUSINESS
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32. Corporate Marketing Communication Advertising
Strategy Strategy Strategy Strategy
DEFINE ADVERTISING EFFECTIVENESS
IN TERMS OF YOUR CORPORATE GOALS
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33. Written Briefs
• Everything flows from your
brief: it is the platform for the
communications strategy and
the internal creative brief, for
the creative work and the
media mix.
• The more clearly you key
business issues and objectives
are defined, the more likely is
to get effective work.
• Written briefs save you time
and money.
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34. Building a bridge
• Briefing an agency is like
building a bridge.
• Begin by explaining where
you want the bridge to start
from. That’s point A.
• Then you would say where it
should go. That’s point B.
• Don’t tell them how to build
the bridge, this is their job.
They are the specialists
after all.
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35. Don’t use Creative
to clarify Strategy
• On average 75% of creative
ideas go through three
stages of approval, and 22%
go through four.
• Informal or sloppy briefing
from junior members of the
team, or changing
requirements cost you time
and money.
• Set the objectives before
the creatives start work and
stick to them.
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36. Judge Properly
• Judge the work against the
marketing and creative
briefs. Does the work solves
the business issue?
• Expect the great work to go
beyond the letter of the
brief. The brief can only go
so far towards the solution.
• It is not the solution itself,
there should always be a
creative leap.
Παρασκευή, 27 Φεβρουαρίου 2009

37. Use research
wisely
• Always bear in mind the
limitations of pre-testing
research.
• The samples involved are
often small, the work is
usually shown in rough form
with zero production values.
Don’t delegate all
responsibility to it.
• Don’t use research as a drunk
uses a lamp post - for support
rather than illumination.
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38. LEARN WHAT WORKS AND DO MORE OF THAT
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39. Pay by results
• If the agency’s campaign
create a huge success for
your brand, it will make a
substantial amount of money.
• But if your brand suffers, the
agency will share your
financial pain.
• Your agency needs to cover
its basic costs, then set KPI’s
which together add up to
100% of remuneration above
cost.
Παρασκευή, 27 Φεβρουαρίου 2009

40. OPTIMIZING PRODUCTION EXPENDITURE
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41. Save up money
• Production covers anything
involved in the final delivery
of creative ideas to selected
media.
• Add to this the hidden costs
managing the process as
well as what it may be
hidden within the advertising
agency’s creative fees.
• Handling agency production
in the right way can create
30% efficiencies.
Παρασκευή, 27 Φεβρουαρίου 2009

42. Create efficiencies to reduce costs
• Consolidate all your production in one place.
• Managing Creative assets efficiently.
• Outsource to more cost effective markets.
• Large savings can be achieved through central buying.
• Ensure fewer mistakes in final production.
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43. IMPROVING SALES PERFORMANCE
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44. Marketing that
sells.
• Traditionally Marketing and
Sales exist in an adversarial
relationship to one another.
• Where there is the least
amount of alignment
between the two functions
performance is clearly at
risk.
• Gaining alignment among
two traditionally competing
camps is no easy task.
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45. Difficult Questions
• Should I cut low performers or invest in them?
• How can I get more of my mediocre performers up to the
learning curve faster?
• How can I ensure that I don’t lose my top performers?
• How do we maintain a value sell and not discount by cutting
price?
• How can I better equip my sales force with the marketing tools
they need so they ‘ll spend more time talking to prospects and
less time prepping?
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46. YOU SEE A CRISIS!
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47. “I was asked what I thought about
recession. I thought about it and
decided not to take part.”
Sam Walton, founder of Wall-Mart
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48. THANKS
antonis.kocheilas@loweworldwide.com
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