We have a philosophy and a strategy. When times are tough, you build share. Procter & Gamble CEO A.G. Lafley, May 2008
Brands that continue to spend in a downturn come out stronger
Past worldwide recessions The sales of companies who had kept advertising during the recession had risen 256% over those who had not* Early 1990s The companies who had cut their marketing budgets saw ROCE (return on capital employed) decline by 0.8% after the recession.Those who increased their marketing activity saw an increase of 4.3% *Source: McGraw-Hill research, 600 companies from ** Source: Hillier analysis, 1000 companies on the Profit Impact on Marketing Strategy database
And in Russia in 1998 Компании «Вимм-Билль-Данн» именно кризис 1998 года помог к 2000 году стать крупнейшим производителем сока и молока в России. В то время компания активизировала рекламную деятельность и на фоне молчания конкурентов увеличила узнаваемость бренда и продажи. В ВБД намерены оставаться на виду и сейчас: маркетинговый бюджет останется на уровне 5% от оборота компании, однако увеличится количество рекламы в местах продаж. Марина Каган, вице-президент «ВБД»
Its all about share of voice If other brands are cutting back, the marketing landscape is a little less cluttered and your ad $ will look and act bigger
Its all about share of voice Smart brands should take advantage as the cost of buying SOV over competitors will never be cheaper It will be much more expensive to re-build awareness & preference afterwards if you let it slip
Your consumers are online In the UK time online is now only 2nd to TV Source: BMRB Internet Monitor, Nov 2006; UK audience, utarget networks In Russia, media consumption is also changing fast – Broadband penetration accelerating – Sept 07: 11 days/month and 13.7 hrs/month – June 08:13 days/month and 16 hrs/month Source: comScore World Metrix
Online can deliver a clear & proven ROI All online spend can be monitored and made more effective Any consumer actions can be allocated to the advertising - you can track click throughs
Online can deliver a clear & proven ROI Ineffective spend can be reduced/removed and other spend upweighted Minimal lead times for copy, creative and placement changes Low production costs
Online pricing is competitive Average CPTs Source: «Media Net».
Rambler takes a structured approach to ad placement Branded banner with a link to clients website Ad links to dealers web site Mark up with colour in catalogue list Select check-box «SALE» or «Special Offerе» Auto + advertising message 2 banners!!! And integration into content.