Based in Stroud, Gloucestershire, Cantillion King Advertising is a business-to-business agency that has been providing marketing, advertising and public/press relations services to clients in a wide variety of business sectors since 1987.
For all Clients, our objectives are to raise their brand profile, differentiate them from competitors and give their customers reasons to buy. By increasing awareness in their markets we also support their sales efforts and generate quality enquiries.
TOP TIPS FOR ADVERTISING IN A RECESSION
(courtesy of www.managementtoday.co.uk)
Times may be tough, but that's no reason to pull the plug on your advertising budget...
Don't stop
As rivals retrench, you'll gain a greater 'share of voice' by promoting yourself more. In the recession of the early '90s, with new car sales in freefall, Renault boosted its profits with the Papa/Nicole Clio ads.
Change your focus
Replace gimmicks with a concrete promise of value and reliability. Reassure your customers: show how you can meet their needs.
Know your customers
How are they responding to the downturn? What are they spending and, most importantly, what do they want? Your existing customers will look to trusted brands - don't lose them.
Cut through the gloom
Showing the confidence to invest in promoting your brand sends out the message that you're in it for the long haul.
Use your budget wisely
Perhaps swap bigger, longer ads for smaller, more frequent ones to maintain your presence. Try to create word-of-mouth buzz with online activity, from social networking to blogs. And shop around - ad rates should now be more competitive.
Measure it
When budgets are tight, your advertising has to do the job. Consider online ads, direct marketing, coupon promotions and point of sale, all of which show tangible results.
Keep it going
A recession may be a choppy part of the economic cycle, but the same basic business sense applies. An approach that works during a recession will fare even better when things pick up.
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16 The Cornhill, Stroud, Gloucestershire GL5 2JT | Tel: +44 (0) 1453 755 551 | Fax: +44 (0) 1453 751 525
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