Business Falling Off?
There have been nine recessions in the U.S. since World War II. That's one year out of every seven. And it's possible that the current recession could be more severe than all the others.
Whether the anticipated negative impact of a recession is real or imagined, a change in the economy often calls for a change in your operating basis.
In fact, a recession presents a unique opportunity to expand your business.
So, what's the usual response to business falling off? Lay off non-essential staff and cut the marketing budget! However, experience and statistical studies show that marketing should be the last item cut.
What the Studies and Research Show
Among the many studies directed at the results of increased marketing during a recession, McGraw-Hill Research analyzed 468 industrial companies for the 1974 recession and 600 industrial companies for the 1981-82 recession. Their findings revealed:
• Sales statistics of companies that maintained or increased advertising during the 1974 recession showed a 132% growth.
• Marketing-driven sales growth occurred during each recession and for three to five years after the recession.
And then there are the stellar examples of gains obtained by aggressive marketing during some of the recessionary periods over the past 20 years:
• Kraft salad dressings and Jiff peanut butter increased their marketing budgets during the last recession and increased sales by 70% and 57%, respectively.
• Pizza Hut increased its marketing budget and increased sales by 61%.
• Taco Bell increased sales by 40% by increasing their advertising expenditures.
If those statistics still leave you unconvinced, a 1980 article from the Harvard Business Review entitled "Advertising as an anti-recession tool" brings the solution to a recession economy into focus:
"The rationale that a company can afford a cutback in advertising because everybody else is cutting back [is fallacious]. Rather than wait for business to return to normal, top executives should cash in on the opportunity that the rival companies are creating for them. The company courageous enough to stay in the fight when everyone else is playing safe can bring about a dramatic change in market position."
And finally, an article by American Business Media entitled "Making a Recession Work for You" states it simply:
"When times are good, you should advertise. When times are bad, you must advertise."
Your Marketing Opportunity
Develop an aggressive promotional plan and ensure that it is implemented despite assertions that "money is tight" or "we'll just ride out the recession by cutting back costs." If you want to ensure that your recession marketing is truly effective, contact Orlando Style Magazine at: firstname.lastname@example.org or 321. 293. 0672.
NEW! Cuba Libre Restaurant & Rum Bar
at Pointe Orlando on International Drive - NOW OPEN
Want to be in Havana by dinnertime? Visit just opened Cuba Libre Restaurant & Rum Bar for award-winning Latin cuisine, dancing, floorshows and not-to-be-missed tropical cocktails! Passing through the doors of the restaurant, guests are transported to Havana, Cuba, circa the 1950's. One-of-a-kind mill work and architectural salvage including unique doors, gates, cabinetry, furniture and accessories help capture the essence of old Cuban architecture.
Cuba Libre features a contemporary interpretation of traditional Cuban cuisine by renowned Chef Guillermo Pernot and a broad base of authentic Cuban cocktails, including an extensive rum selection highlighting the signature Mojito - from Classic, to Grilled Pineapple, to Pomegranate and Fresh Watermelon, Cuba Libre mojitos are made from the authentic Cuban recipe of combining rum, freshly squeezed lime juice, fresh mint leaves, a splash of soda and most distinctively, guarapo- fresh sugar cane juice, pressed daily on site. On weekend nights, after dinner hours the restaurant transforms to a nightlife destination complete with professional floorshows and salsa dancing.
9101 International Drive, Orlando, Florida 32819 | www.CubaLibreRestaurant.com
For reservations or private event information, call 407.226.1600
Bloomingdale's Men's Style Event + Canali Trunk Show
This weekend Bloomingdales's Orlando will host a Canali Trunk Show featuring the Spring 2009 Collection & Fall 2009 Preview.
On Sunday join Orlando Style for the Men's Style Event at Bloomingdale's from 2 p.m.- 6 p.m.
Allow stylists to find the perfect power suit, polo or pair of denim. Learn to layer and accessorize for the ultimate put-together wardrobe. Enjoy music from a house DJ, beer and cocktails, and enter to win cool prizes. Plus, get a complimentary demonstration and sampling fo ZIRH skincare and grooming products.
View, Upload, & Share Event Photos Easily On OrlandoStyleMagazine.com!
Orlando Style Magazine invites you to experience the city's newest event photo resource. Was your picture taken at a top notch event? Did your establishment host a great party? Let the city know about it! Upload your photos! OrlandoStyleMagazine.com users will then be able to easily view them and leave comments.
It's easy! It's Fun! Get Involved today!
Here's How To Use It
• Click through the galleries or use the search bar to quickly find event photos.
• Upload your photos by registering and creating a FREE account. It's that easy!
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Advertise in the March Swimsuit Issue of Orlando Style
March ISSUE AD DEADLINE: Tues. Feb 4th
2009 Editorial Calendar and Deadlines
Orlando Style readers are creative, intelligent trendsetters and style authorities. They have a meticulous eye for the finest products and services the world has to offer.
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