Managing Marketing and Sales in a Recession

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Ogilvy put up some interesting docs at their site discussing some of issues marketers face in a recession – and had a great nod to the situation that some marketers face:

“Although many marketers would argue that you should not cut marketing budgets in a recession, given the severity and unpredictability of the current economic crisis, the reality is that you may be forced to do so.”

Agreed, having been there.  Yes, if you have sufficient ‘dry powder’ and a long-term commitment, this could be a great time to do some brand-building – and maybe you’re in a niche or vertical that is less impacted by the macro downturn.

Many companies and marketing groups are in neither of these situations.  They (we) are managing significant internal and external pressures.  Internal pressures to justify their expenditures in the face of corporate layoffs and budget reductions – external pressure to present a compelling message and offer to current and potential customers who face their own financial issues, whether businesses or consumers.

The next post focuses more on potential opportunites in this type of environment, and these resources focus on dealing with the nuts and bolts issues:

The Ogilvy site – good content, and they require contact information:

http://www.ogilvyonrecession.com/

Response Magazine covers the trend towards measurable results

http://www.responsemagazine.com/responsemag//article/articleDetail.jsp?ts=013109031200&id=577182

Interesting articles from Zemanta

• The power of brand in a recession (christopherspenn.com)

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