Home Login RADIO ONLINE RSS Facebook
Advertisement

Effective Marketing Strategies for Economic Downturns


Cumulus Media and Westwood One
Cumulus Media and Westwood One

In times of economic uncertainty, businesses often grapple with marketing decisions. A recent analysis by Cumulus Media | Westwood One Audio Active Group highlights seven strategic approaches grounded in historical data that aim to bolster marketing effectiveness even during unpredictable economic climates.

The core principle revolves around maintaining or increasing the share of voice beyond the share of the market. Research from the World Advertising Research Center (WARC)/Millward Brown suggests that it can take brands up to five years to recover from periods of reduced advertising, emphasizing the peril of "going dark."

Creative strategies play a pivotal role, with superior creativity leading to significantly higher ROI and sales impact. The emphasis shifts towards generating future demand through brand building rather than solely focusing on converting existing demand via sales promotions. Emotional campaigns, noted for building stronger brand connections, are particularly effective, encouraging feelings of joy, surprise, or even nostalgia among consumers.

The shift in media spend is also critical, with recommendations to allocate more budget to AM/FM radio, which can extend reach even with reduced overall marketing budgets. According to Nielsen Media Impact data, reallocating a portion of TV budget to radio can significantly enhance campaign reach.

Marketing leaders are advised to stay engaged with their customers, their most valuable asset. By maintaining communication and offering value through challenging times, brands can foster loyalty and position themselves for recovery once economic conditions improve.

Insights from leading marketing research bodies like Kantar, the Ehrenberg-Bass Institute for Marketing Science, and influential figures such as Peter Field and Les Binet, underline the importance of sustained marketing efforts. They collectively argue for a balanced approach of maintaining visibility and engaging emotionally with consumers to navigate through economic downturns effectively.

Read the entire blog post here.

Advertisement

Latest Radio Stories

Zoellner Media Group to Acquire CMG Tulsa Radio Stations
Zoellner Media Group
Zoellner Media Group
Tulsa-based Zoellner Media Group has entered into a definitive agreement to purchase all of Cox Media Group's radio outlets in Tulsa, marking the company's first major foray into local broadcasting. Terms were not immediately disclosed. Upon completion of the transaction, Zoellner Media Group will acquire More

SBS Reports 71% Surge in Adjusted OIBDA for 2024
Spanish Broadcasting System (SBS)
Spanish Broadcasting System (SBS)
Spanish Broadcasting System (SBS) has announced strong financial results for the fourth quarter and full year ended December 31, 2024, highlighted by a 71% increase in Adjusted Operating Income Before Depreciation and Amortization (OIBDA), which reached $40.4 million compared to More

AM/FM Radio Streaming Tops Spotify, Pandora in New Study
Cumulus Media and Westwood One
Cumulus Media and Westwood One
A new analysis from Edison Research's Q1 2025 "Share of Ear" study reveals significant gains for AM/FM radio streaming, which now surpasses both Spotify and Pandora in ad-supported audio share. The findings, published by Cumulus Media | Westwood One's Audio Active Group, highlight five key takeaways that More
Advertisement

Broadcasters Foundation Sets June 18 for NYC Media Mixer
Broadcasters Foundation of America
Broadcasters Foundation of America
The Broadcasters Foundation of America (BFOA) has announced the next installment of its popular Media Mixer series, set for Wednesday, June 18, from 5:30 to 7:30pm ET at iHeartMedia's New York City studios at 125 West 55th Street, 12th Floor. The event, created to connect More

MacDonald Saginaw Names Bob Lawrence as MM
Bob Lawrence
Bob Lawrence
Bob Lawrence is appointed Market Manager for MacDonald Broadcasting's radio cluster and digital properties in Saginaw, MI. He most recently served as General Manager and Market Manager for Seven Mountains Media's cluster in Parkersburg-Marietta. Lawrence joined Seven Mountains Media in May 2024 after serving More

Kim Fitz Joins Christian FM Media's TCM Network
Kim Fitz
Kim Fitz
Christian FM Media Group has announced the addition of veteran Christian radio host Kim Fitz to its syndicated "Today's Christian Music" network. Fitz will anchor the midday slot across the network's 167 affiliated stations, bringing her signature style of warmth, clarity, and uplifting content to audiences More

Return to Menu

Advertisement

Subscribe to our Newsletter
Radio news and headlines delivered right to your e-mail box -- and it's free.

Advertisement

Advertisement