MCLOUGHLIN'S DECEMBER NEWSLETTER

Your Brand in a Down Economy

Your Brand in a Down Economy
It is likely you are tired of hearing about the economy and words such as recession, market corrections, and the repeated end of the day TSX losses. It's to the point where if Chicken Little were standing beside you, chances are you'd be running.

"Experience from the last recession shows that it is common for marketing spend to be squeezed and emphasis placed on maximizing short-term sales uplifts, through promotions, to help meet profit targets. However, brands need to be viewed as a long-term investment; a focus on short-term returns can have long term repercussions." (1)

From a marketing perspective, more specifically a promotional products' point of view, how can one justify continuing to spend a budget in an area that may not appear on the surface to produce a return?    

In a February 2008 study by Millward Brown, they look at the importance of managing your brand in a down economy in the following areas:
        - Pitfalls of price promotions
        - Dangers of reduced advertizing spends
        - Compensating with a copy quality
        - The need to take a longer term view
Click here to read the study.....

In the end, your marketing efforts become your voice more than ever in a down economy. It allows you to keep your target audience informed and educated. Most importantly, you remain "visible". If your competition "goes dark," you stand out; and if they don't, you are still "in the light."

Promotional products offer fantastic value for your marketing spend and when used through McLoughlin, can offer you targeted and measurable returns. Through these initiatives your company can create opportunity rather than staying flat ... or worse.

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