Recession Shrewd

Your Marketing Guide for Surviving a Recession

Copyright Creative Energy Group [email protected]

“During tough times, companies must resist the temptation to suppress marketing efforts.

A recession is not a time to suppress communications and advertising. It can be an opportunity to grow.”

Terry Thompson, Vice President of Public Relations, Pillsbury


During a recession

Customers re-evaluate existing relationships, creating new business opportunities.

Competitors often reduce or eliminate marketing and advertising expenditures,

allowing a shrewd company the opportunity to become the market’s dominant voice.


During a recession

Media outlets (TV, print, web, etc.) offer sweetheart deals to fill vacant space.

So shrewd companies can achieve greater

reach and frequency for less money.while delivering superior ROI.


During a recession

When surveyed after the 1990-91 recession, 63% of successful CEOs said

marketing was the most effective coping action.

Ironically 45% of the less successful CEOs said cost-containment was the best action to take.

Copyright Creative Energy Group [email protected] Source PRO Report, Cooper & Lybrand and Business Science International

The facts about recessions

Firms that dramatically cut marketing during a recession have been shown

to lag behind their shrewder competitors, even years after the recession is over.

Very few industries are recession proof. But, every company can be Recession Shrewd.


To be Recession Shrewd

A company increases or maintains current marketing expenditures to

achieve greater reach and frequency.

A company utilizes new media opportunities and innovative creative to cost-effectively

communicate with their target market.


To be Recession Shrewd

A company re-evaluates retainers analytically in terms of Return On Investment.

And most importantly, a company investigates top talent and resources

outside of expected geographical locations.

Madison Avenue talent isn’t confined to Madison Avenue anymore.


Questions to consider

Are you paying for a name and reputation, when what you really need is a better

Return On Investment?

Is a high retainer fee draining your resources with little to show for it?

What, if any, analytical tools does your agency use to track results?


What to look for in an agency during a recession

Exceptional ROI based on reasonable retainer and project fees

Detailed analytical sales tracking capabilities

Exclusive proprietary processes with clear bottom line benefits

Innovative, award-winning creative

Channel marketing expertise to help you and your customers increase sales

New media savvyCopyright Creative Energy Group [email protected]

“Early to bed. Early to rise. Work like hell and advertise.”

Ted Turner

Just make sure you’re advertising and marketing with the right agency.


Email [email protected] or visit www.cenergy.com today to learn more about:

Effective, Recession Shrewd marketing

Re-evaluating current relationships to maximize your marketing ROI

Analytical sales measurement and tracking


“The manufacturer who maintains his normal level of promotion when his competitors have reduced theirs

soon finds that his expenditures represent a higher percentage of the total expended by the group.

Our records show clearly that there is no surer way to gain an increase in competitive share of market.”

Arthur C. Nielsen, Founder of A.C. Nielsen & Co.
