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Advertising in a Recession and Other Slices of Baloney

This is so Much More Than a Recession. It's a Fricking Pandemic!

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This movie title takes on a whole new meaning.

 

Advertising in a Recession and Other Slices of Baloney

 

This is so much more than a recession.
It’s a fricking Pandemic!

 

“Those who can, do; those who can’t, teach” 

 

by Brent Baer, publisher, OOH Today

Please not another post which says, “history demonstrated firms or brands who increased advertising in a recession enjoyed higher sales and market share”. Ever notice how baloney no matter how it is served, is still baloney?  

 

Save your money and your time studying history of recessions to figure out how to proceed with selling during and after the COVID Crisis; as though it’s all about a recession. The academics, investors and prognosticators who manage, but can not sell a lick, are going to feed your head with baloney about what past recessions have taught us. That’s useless information to waste your time.

This is so much more than a recession. It’s a fricking Pandemic!
People are ordered to stay home. There is a negligible amount of traffic on the streets. Address that!

The annoying noise from those who are out of answers and suggest as solution that we tell our advertisers “history demonstrated firms who increased advertising in a recession enjoyed higher sales and market share”, fail to acknowledge a giant fundamental difference, past recessions did not demand we stay home.  Oh that.

past recessions did not demand we stay home.  Oh that.

Anyone trying to convince you it’s a recession characteristic of decades past, and ‘here is what to do based on past recessions’ is grasping at straws. (Plastic straws— Slippery and environmentally unacceptable ones which should be outlawed)  

Forget what the academics say about advertising in a recession. There is a reason they are academics and not in the business world. George Bernard Shaw got it right, Those who can, do; those who can’t, teach”

You want solutions which work? We have them. Stay tuned!

 

 

 

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3 Comments
  1. Keith Kane says

    Thank You! This article, and Jack’s on quantifying current impressions rather than shrugging our collective shoulders, give me hope that not everyone has their head in the sand about how different this is than 2001 or 2008.

    I have clients who are fighting for their existence at this point. Cutting staff, expenses, trying to stay afloat and make it to the other side…wherever that is. Lecturing them on why they should be spending ad $$ now would not just be tone deaf, but would show a lack of compassion for the dire state their business is in.

    I also have other clients who are actually doing business as usual, if not better, since they provide provide essential goods or online services that are needed for housebound customers & businesses. They are being very cautious with their communications strategy, though. They don’t wanting to come across as opportunistic. When I hear calls to target people with ads in doctors offices, pharmacies, supermarkets, etc, since that’s where they are, I cringe. If it didn’t make sense as a brand to be there in good times, it sure doesn’t make sense in bad times.

    And to Jack’s point, I have to commend Outfront, since they are actually now providing current impression data using their Smartscout tool, which shows the collective % drop in impression delivery in and across their top markets. They’re not hiding their cards, and are being forthright in showing that they know things suck out there too.

    Ultimately, we need to recognize that this is not a great time for our industry…some companies may go out of business, some may need to merge, others will downsize. But we will get through it. Jobs will come back, trust will come back, ad dollars will come back, but only if we are compassionate and thoughtful now in regards to our client’s businesses.

  2. Kasper says

    Couldn’t agree with you more, Bill & Keith.
    Thank you for sharing.

  3. No Fear No Favor says

    Great points Keith Kane. We particularly like,

    If it didn’t make sense as a brand to be there in good times, it sure doesn’t make sense in bad times.

    Thank you for commenting.