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

Radio Ad Responders Spend More, Katz Analysis Finds
Katz Radio Group
Katz Radio Group
A new analysis from Katz Radio Group underscores the high value of radio-ad-influenced consumers, revealing they are more likely to spend across multiple categories than both the average U.S. adult and other ad-influenced adults. Drawing from recent Nielsen Scarborough data, Katz More

Saga Communications Q1 2025 Net Revenue Down 4.3%
Saga Communications
Saga Communications
Saga Communications reported a 4.3% decrease in net revenue for the first quarter of 2025, totaling $24.2 million, compared to $25.3 million in the same period last year. The company posted a net loss of $1.6 million for the quarter, matching its Q1 2024 loss, with a diluted loss per More

Entravision Reports 17% Revenue Growth in Q1 2025
Entravision
Entravision
Entravision Communications Corporation reported a 17% year-over-year increase in consolidated net revenue for the first quarter of 2025, driven by strong gains in its Advertising Technology & Services segment. The company's Media segment, however, saw a 10% decline in revenue, contributing to an overall More
Advertisement

Jenny Valliere Returns to Middays on 101.9 The Mix
Jenny Valliere
Jenny Valliere
Jenny (Jenny V) Valliere is shifting back to middays at WTMX-FM (101.9 The Mix) in Chicago, following the exit of longtime host Lisa Allen, who departed the station last month amid staff reductions at Hubbard Radio. Valliere will now be heard weekdays from 10am-2pm while continuing in her role as More

Townsquare Media Tops First Quarter EBITDA Forecasts
Townsquare Media
Townsquare Media
Townsquare Media reported first quarter 2025 financial results that met or exceeded expectations, driven by strength in its digital operations. Despite a slight year-over-year dip in total revenue, the company posted increased profitability and reaffirmed its full-year guidance. More

Audacy Launches its First-Ever National Women's Sports Show
She's Got Next with Jordan Robinson
She's Got Next with Jordan Robinson
Audacy has announced the debut of "She's Got Next with Jordan Robinson," the company's first nationally broadcast radio show devoted exclusively to women's sports. The new program, hosted by journalist Jordan Robinson, will premiere on May 9 across 27 Audacy Sports outlets and will also be available as a 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