You probably haven’t noticed — theoretically it’s possible for you not to spend your every waking moment thinking about me — but despite today’s economy I’ve been doing more “stuff” than ever.
Because if everyone around me is cutting back while I’m doing as much as — or more than — ever, I get a lot more bang for my buck.
This hardly is my own keen insight into the world of marketing. It’s conventional wisdom:
“We have a philosophy and a strategy. When times are tough, you build share.”
— AG Lafley, CEO, Procter & Gamble
Probably you’ve tried to explain that to your clients. If not, you should.
But if you do, you also should “walk the walk.”
If your station or agency has halted all expenditures in training and R&D, you really don’t have the right to preach to potential advertisers the value of continuing to reach out to the marketplace while their competitors are sticking their heads in the sand.
I’m just sayin’….