Monthly Archives: March 2011

Paul Streeter

Top Tips…10 Reasons Not To Stop Advertising When Times Get Tough

By Paul Streeter

Stop Advertising! Definitely the wrong strategy during a recession.What’s that old saying…fortune favours the brave? I have always understood the sentiment but have realised that our current economic situation really puts it into context. We’re in the deepest recession in living memory, yet now is the time to invest in promotional activity and not reduce or cut it from the budget. Here are 10 reasons why you should rethink your strategy:  

  1. Whether business is good or slow, you have to get your share of whatever is around. Cutting back on your advertising puts you at a disadvantage at the very time when you need an edge. Increasing your advertising gives you that edge.
  2. In times of uncertainty, buyers are careful and a little reluctant to spend. They want to be sure before they buy; they want information. One of the ways they get information about products, services, prices and value is from advertising. Yours – or somebody else’s.
  3. Perhaps you think others in your line are going to cut back their advertising so it’s safe for you to do so. Right? Wrong. You’re in competition for the buyer’s £/$ with every other company in town, no matter what he sells. People only have so much to spend and if they don’t spend it on what you sell, they’ll spend it on something else.
  4. Slow time ahead? Perhaps, but people still need and want goods and services and will spend for them. There is plenty of business to get. Your competitors will be bidding for their share – and yours.
  5. You can’t do much about most factors in the market-place – rent, labour costs, prices and what the competition will do. But one thing you do control is your own promotion. Remember that advertising is not just a cost of doing business. It is a proven sales tool that returns many times your investment in customer traffic and sales.
  6. Remember how long it took you to get started? Once you build up a business, you can keep it going with a moderate consistent advertising programme. But if you cut your advertising and lose your hold on the market’s awareness, you’ll find it’s much harder to build it up again. It’s rather like starting all over again.
  7. Your advertising is part of your sales force. Advertisements help to pre-sell the customer and help you close the sale faster. What saves you time saves you money.
  8. You say your customers know you and will wait for a while. At least they’ll keep contacting you even if you don’t promote. That’s partly true but short-sighted. Remember people are always moving in and out of the area. So there’s a steady flow of your customers going out of your market and a corresponding influx of people who don’t know you at all. Tell them about yourself.
  9. Here’s a hard fact to consider. Over any given period, a company that advertises below the industry average has sales that are below the industry average.
  10. Advertising is news – about products and services. Most customers look for news of this kind in the media, both online and print. In good times, businesses often experiment with other options (events, for example), but when the going gets tough, they concentrate their efforts in print /online because it provides an immediate pay-off at the cash register.

Paul Streeter – Associate, VG&A




















Vaughan Gordon

Technology for Marketing and Advertising 2011 – links and reviews

By Vaughan Gordon

Technology for Advertising and Marketing logo

Earlier this month the Technology for Marketing and Advertising show took place in London at Earl’s Court 2 exhibition centre.

The event showcases the latest technology innovations in marketing and advertising and features a range of high quality conferece sessions. You can see what you missed at the TFMA 2011 event guide.

Here I have pulled together a range of links to posts and presentations about the event. The aim is to provide a useful round-up.

There was loads of great content generated by TFMA, so whether you are in advertising or marketing or are just keen to see how these channels are developing there should be something of interest here. One thing is for sure – the move is definitely towards integrating social media/network tools into your existing channels.

Mark Galvin’s presentation on the future of customer engagement – The Future of customer engagement

Presentation from Aaron Kahlow on Social Media – empowering people, empowering business

Arjen van den Akker’s slides on content management – Web Content Management at the hub of Web, email and social media insights and engagements

Data Services Inc presentation on International Direct Marketing – International Direct Marketing – find the profits, avoid the problems

Watch a panel discussion on the risks and rewards of Social CRM (needs sign-up and is 46m)

Andrew Davies posts on the Social CRM panel – Forget B2B and B2C. Let’s focus on people not prospects

An immense round-up of the sessions featuring loads of videos from event organisers Technology for Marketing and Advertising

Marketing assassin’s overview of TFMA 2011

Plus posts on:
Leading edge technology: viral video and games at TFMA
Conversion strategy and reputation management: learning at TFMA
Interactive video – trend or gimmick?

Blur Group blog’s review of Facebook’s keynote – Facebook’s keynote: the future of the social web

And their post on Cisco’s keynote – Cisco’s TFMA keynote: connecting people through social media

Kodime review of TFMA – Blog: TFMA recap

GyroHSR’s video of their own Rick Segal on stage at TFMA

Joanna Walters provides her thoughts on the conference – Thoughts from TFMA and – tying social and email together

Press release from organisers – Highlights from Day 1 at TFM&A and Preview of Day 2: Including Facebook, eBay and IDM Keynotes

The Incredibull review of day 2 at TFMA – TFMA Day 2: Social media and the over 30s

The joined-up-marketing blog provides its review of the event – Takeaways from TFMA 2011

Siftmedia on Why the web is getting people away from their desks

Ebay as an advertising platform for brands – video posted by

John Goode’s review of the show – TFMA – a black swan event?

Patrick Altoft’s presentation on Link Building Strategies

by Martin Couzins