It's a crisis, let's communicate!

Very nice news to start with: We are HAPPY to announce the nomination of AMAP Production in the official selection of the Corporate The Spot Film Festival with the magnificent film made on the Champagne of the Château de Boursault ! see the official selection here

"Let's wait and see and postpone marketing projects until 2021... To mitigate the impact of the crisis, let's cut back on communication budgets..."

‍

Here are some excerpts from sentences heard in the last few weeks in various companies ... But can you really cut marketing expenses drastically without suffering consequences?

‍

‍

Let's keep investing in marketing and communication!

Remember the following (or remind your financial manager ... 😀 ):

. It is cheaper to retain customers than to find new ones.

. All decisions for tomorrow are made today

.Your marketing budget is an investment, not an expense!

and above all, a period of crisis is a period when the cost/return on investment ratio is the most profitable because by maintaining communication budgets, the same investment will have a much greater impact due to competitors who have chosen to reduce their presence.

‍

Continuing to communicate at this time is essential!

Any proof of this? Here are two

‍

In the Harvard Business Review article "Roaring Out of the Recession" published in 2010, a study shows that out of 4,700 companies analysed, only 9% managed to come out of a recession in better shape than when they entered it. And one of the key characteristics of these successful companies was their ability to cope by cutting budgets in certain areas while continuing to invest in marketing and advertising.and some concrete examples

There are many examples of companies benefiting from increased advertising budgets during a recession. A study by MarketSensedduring the 1989-91 recession shows that brands such as Jif Peanut Butter and Kraft Salad Dressing increased their advertising and experienced sales growth of 57% and 70% respectively. ... Similarly, among fast food chains, Pizza Hut's sales increased by 61% and Taco Bell's by 40% due to strong advertising support, reducing McDonald's sales by some 28% ...

MarketSense ended the study with the following conclusion : "The best strategy for coping with a recession is a balanced use of advertising spend to motivate consumers in the long term, plus promotion to drive sales in the short term". Full article summarising the MarketSense study: here

‍

‍

3 main lines of communication predominate.

Thus, during this unprecedented health crisis, as in any crisis, opportunities arise for brands to increase their market share through agile marketing and communication approaches.

Marketing must help the company to adapt to the behaviour and motivations of the customer, which have changed. More than ever, it must anticipate the movements of competitors or new entrants who are also destabilised by this new situation. And adapt its communication.

‍

Today, 3 main lines of communication predominate:

1) Maximise 'perceived value' and refocus on core business

Perceived value must correspond to the new expectations of your customers

2) Taking care of your customers - listening to them

The relationship must be definitely centred on your customers in order to offer them a quality customer experience for a long-term commitment.

3) Going against the grain by optimising budgets

In this context, continuing to communicate is a real opportunity to be visible while others are not... and, more subjectively, a proof of positive and adjusted continuity

As far as we are concerned, we are applying these points and we have just committed ourselves this week to participate in HEAVENT MEETING in Cannes at the beginning of September! (See you there with great pleasure!)

💡Idea +: Try the TV advert adventure by the end of the year and test its effectiveness with as many people as possible!

The current situation offers a great opportunity to strengthen, optimise & develop your digital media plan by also integrating TV spots.

Many opportunities are available and we canhelp youto express yourself on the traditional audiovisual media - DTT or generalist - and accompany you throughout the process: artistic creation, production of billboards or advertising spots, media plan strategy, media buying management and follow-up...

‍

(sources: CBNews, emarketing, HBR, marketing tactics, web marketing)

‍

LET'S MEET!

Our Audio-Visual communication agency is there to help you in this reflection and in the realisation & concretisation of your future communication projects.

We help you to develop and enhance your future plan, by adapting the means to be used and the audio-visual solutions to be implemented, in compliance with the health prevention guidelines published by the AACC (association of communication consultancies)

‍

Contact us: info@amap-production.com

‍

‍

‍