The financial crisis and its impact on marketing. Monika Arnoštová, Věra Hrubá, Monika Chytilová, Jaroslava Kafková, Lucie Řepková, Lenka Šustrová, Anna Zapletalová. Financial crisis Jaroslava Kafková.
Monika Arnoštová, Věra Hrubá, Monika Chytilová, Jaroslava Kafková, Lucie Řepková, Lenka Šustrová, Anna Zapletalová
Thefinancialcrisisbegan in the USA in 2007 andstilllasts, allstarted as a resultof US housingbubble(2005-2006)
Easillyforshort: theprisesofrealtygrewandbanksgavecheapmortgages, theamericanhomeownersused to takeanothermortgages to paythefirstandthendidn´t havecredit to pay, thentheprisesofrealtycamedownundertheprimarypriseandbanksdidnťhavebuyersforconfiscatedrealty
Every company wants to be successful, effective and earning
Often make mistakes, who he thinks will increase their business forless money
reduction marketing budgets
release of experienced managers
less members in the work team to more work
bonus services are considered unnecessary luxury
1. Excellent choice of target groups. Not waste time with potential clients without any clear motivation for the use of our services.
2. Clear profile of services - communicate clearly and beat the contents and value of service.
3. Increased attention to contacts and relationships - regret the means to keep and develop a positive relationship.
4. Focusing on modern communications technology. An example is dramatically increasing efficiency Facebook.
5. Don´t lose attention after crisis - remember the marketing mix targeted for a period of recovery and boom.
The modern concept of advertising, PR and change to management of publicity.
- transition from an advertising campaign to the information campaign
- CSR, transition from the sponsorship of major events to low-cost
one, but with an appropriate targeting
Use of low-cost communication like buzzmarketing, viral marketing and WOM marketing
Improved communication with existing customers
The boom in Internet communications in crisis ( newsletter, smard cards, e-shops)
exploration of agency GfK and advertising agency TBWA
Managers most save in the production and human resources.
The graph also shows that Czech managers learn and sacrifice marketing finance is not the first attack against crisis.
Think of the future, but bring your value to customers today - innovate products and processes to better meet customer needs.
Use different media, interactive media allow you to personalize ads tailored chosen target group of customers.
Constantly build awareness about your brand, build confidence in customer and the feeling of familiarity with your company.
You can make the most of opportunities of publicity on the Internet.
Guerilla marketing can bring interesting results with minimal cost.
Take advantage of viral marketing, people believe more friends than any marketing.
Remember that a good brand and good customer relationships, enhance competitiveness.
Help a man who shares a passion. Help him share it through your brand.
Work with creative agencies in the realm of ideas in marketingand in its implementation.
Differentiate themselves from their competitors, f.e. manner of distribution.
How opinions have changed to the crisis over time
„We do not plan to limit marketing expenditures,“ Jan Kaše (Klick4Sky)
→ first firing of employees, ending of some agencies (Křídla, Tanagra)
January – February
→ ongoing firing of employees and further austerity measures
→ f. e. also Unilever manages its activities from Hungary because of saving money
Other effects of crisis
→ half empty audience of exhibitions (Autosalon)
→ closed agencies
→ special anti-crisis offers
→ ad takings of media decrease in ČR by 2,27%
→ so takings were 53,6 million crowns
→ radio: takings decrease by 4,61%
→ print: - 10,12%
→ cinemas: - 14,22%
→ tv: takings increase by 6,51%
→ digiboards: increase of takings
→ Agencies that work with better tools and immediate impact on sales
→ agencies that are focused on marketing research
→ and also promo and digital agencies
→ those, who offer cheap material and good servis
→ new media like digiboards and also internet
→ internet marketing increase
→ on-line advertising campaigns
→ investors are moving their advertising activity on the Internet
→ using the Internet ads can be targeted to reach potential customers
Christian Lacroix, Escada
Hermès, Louis Vuitton
1. Coca Cola
16. Louis Vuitton
Advantage of the old and strong brands
52% of consumers globally are more likely to recommend a brand that supports a good cause over one that does not
42% say that if two products are of the same quality and price, commitment to a social purpose trumps factors like design, innovation and brand loyalty when choosing one brand over the other