2009

B2B Social Media:
Understanding its
Influences on Channels
and Communities. A Deeper Shade of Green: Building Industry Magazine Editors Delve into Details. Cook for the Cure. Demand Creation in a Down Economy. Giving Back to the Community with Habitat for Humanity. Integrating Online Social Media Into Your Media Plan. It Takes a Village to Build a Dream. Landscaping at Miller Brooks—A Green Perspective. Miller Brooks Symposium Gives Manufacturers Valuable Insight for Marketing to Architects. New Year’s Resolutions for Your Marketing and Branding Efforts. PR Pros “Tweet” On Clients’ Behalf, How Sweet. So, what should I do on Earth Day 2009? Social Media Perspectives.

2008

Give Your Brand a Full Spa Treatment. Good Words. And Great Names. Green Lipstick and the Environmental Pig. Hammers, Nails, and Heart. How it Feels to Live in a 650-year-old Wooden Home. The Key to a More Productive Workflow. Marketing that Makes a Sustainable Difference. New Year’s Resolutions for Your Marketing and Branding Efforts. Out to Lunch: A Video Postcard. A Slow Cook for the Cure. Social Responsibility Marketing: Brand Builder or Brand Distraction? Sweet Successes. What We’re (Re) Reading

2007

2007. The Perfect Time for a Road Trip Alcoa CSI “Uncorks” a New DVD to Introduce its Unique Wine Seal. Cook for the Cure 2006: Record-Setting Sauces Cook for the Cure—Spoil Your Dinner! Green What? Integrate, Segregate, Reformulate? Measuring the Effectiveness of PR: Thinking Beyond the “Thud Factor” Miller Brooks Builds with Habitat for Humanity. Online Media Measurement See What’s New at Miller Brooks! The Shock of the New. What is a Brand Touchpoint? What We’re Reading: Made To Stick Word of Mouth Marketing

2006

Brand Washing. Branding in the Blogosphere. Cook for the Cure: A Souper Time Cook for the Cure Invite How Does Your Brand Speak to Multiple B2B Audiences? June Blitz: Largest in Habitat History Making the Most of Your Online Advertising New Look, Easy New Access. New Year's Resolutions for Your Marketing and Branding Efforts. Peter Drucker: Thoughts on Business from "the Man Who Invented Management." Trade Shows. Afterthought or Forethought? Why Marketing Matters

2005

Are Employees Speaking Your Brand Language? Conducting a Brand Audit: An Energizing Experience. How to Justify Your B2B Budget. How to Watch TV for Your Brand. You Can Learn a Lot. Less is More: Refining Your Brand's Print Materials. Patience. Is it the Missing Ingredient in Marketing Innovative New Products? Personal Accountability in Branding. Taking a Cue from Reality TV: Is It Time to Pimp Your Brand? The Sound of Branding. Triangulation: Three Views into Your Brand. Value Proposition. Positioning Statement. Are They Really Different? What's an Elevator Pitch?

2004

Are You Over-Hyping your Brand? Brand Understanding: Developing a Great Positioning Statement. Brand Warfare: 10 Rules For Building The Killer Brand. Good News/Bad News: Your Brand Made Headlines. How to Recover from Bad Press. Marketing B2B, Products vs. Services: Is There a Difference? Media Management: The Value It Brings to a Brand. Measuring Marketing ROI: Holy Grail or Myth? Mosaic Branding: A Way of Thought? The Right Media To Drive Your Brand. The Value Of Market Research For B2B Brands. Trade Show PR: Remain True to the Brand. Writing a Marketing Plan: Taking the Hassle Out and Putting the Value In.

2003

Brainstorming: How To Get The Most From Your Ideation Sessions. Brand Crisis? What Crisis? Brand Messaging: Why You Need It, And How To Develop It. How Do Customers Touch Your Brand? Understanding What's Important Can Make All the Difference. How To Get Your Brand Into Show Business. Is Your Brand a Product, Organization, Person, or Symbol? Keeping Your Brand Look and Message Consistent. Project Management: Working Behind The Scenes To Synchronize Your Brand. Putting The Web To Work For Your Brand. The Art Of Innovation: What Every Brand Can Learn From Inspired Product Design. When Do You Need Another Brand? Who Cares About Paper?

2002

A Brand's Functional Benefits vs. Emotional Benefits. An Electronic Brochure? What Is It and When Is It Needed? Collaborative Branding: When Agencies and Other Suppliers Work Together, Brands are the Big Winners. Creating A Direct Response Campaign? Think Like a Fisherman. Expand Your Brand: How to Make Your Brand Speak to Media and Analysts. How Long Should It Take to Produce a Brochure, a Website, an Ad? The Purpose Of A Corporate Brochure. The Softer Side Of Branding: Understanding the Nuances of Brand Personalities. What Color Is Your Brand? What's The Personality Of Your Brand? Try This Simple Brand Association Exercise. What Is The Value Of Your Brand? When Does A Brand Need A Logo?

2001

All Aboard: How to Get a Greater Return from Your Direct Mail. Brands, Channels, and Customers. Building Your Brand in a Tough Economy? Give Your Brand A Spring Cleaning. Is Your Brand Ready for the Internet? Get a Clue from the Cluetrain. It's A Brand New Day. Branding with Strategic Public Awareness. Justify Your Marketing Budget. Lights, Camera, Action! Tips for Launching Your Brand on TV. Photography: To Stock or Not to Stock? Is This Really a Question? SIC vs. NAICS: Understanding the Difference. What Business Are You In? What's an Elevator Pitch? Wolverine: Building A Brand That Works.

2000

Bingo Cards: Are They Dead? Creating a Harmonious e-Brand. e-Branding: How To Embrace It. e-branding: Sometimes Simpler Is Better. How to Strengthen Your Lead Management Process. Maintaining Your Brand's Image. Making Taglines Work. Managing Visual Assets In A Digital World. Mapping Your Web Site. Messaging: The Foundation for Good Communication. Miller Brooks: Growing with the Changing Times. Naming: Will It Play Around the World? Project Management: Necessary Evil or Strategic Advantage? Top 10 Steps to Taking a Brand Overseas. Why Every Brand Needs a Brand Architecture.

Demand Creation in a Down Economy. 2009 Qtr 1

Demand Creation in a Down Economy.

Demand Creation in
a Down Economy.

By Tom Miller

If I can’t measure the effect on my bottom line, should I stop B2B advertising in a down economy?

Maybe there’s a better question… and a better answer.

Almost any significant expense is certainly a very important issue in times like these. And the ability of advertising to help grow sales in difficult economic times is a question many marketers are asking (and are being asked by senior management). But perhaps it’s not quite the right question to be asking.

Here’s why: In B2B marketing, advertising can play different strategic roles, and being the sole cause of a sale is rarely one of them. There are plenty of reasons for this:

Taking the state of the economy out of the discussion for a minute, advertising is a tool to help companies reach specific strategic objectives. This is really the first issue. So, if advertising is determined to be a valuable, contributing part of the marketing mix, then its role should not necessarily be diminished in difficult economic times.

Now back to the point: should I stop advertising in a down economy if I can’t link the investment to actual sales?

Take this sentence and substitute a different word from your marketing portfolio for “advertising”. Should I stop: selling, innovating, launching new products, enhancing my website, attending trade shows, developing compelling sales literature (print and/or online), sending targeted direct mailings, developing distributor promotions, getting closer to my customers and prospects? Of course not.

All of these strategies, including advertising, are part of the marketing arsenal of demand creation activities that will help you and your business grow in a tough economy. As the saying goes, “It’s impossible to cut your way to greatness.” In tough times, new business and increasing market share (even if it’s a bigger share of a smaller market) are the keys to success.

So rephrase the question, because it’s not just about advertising (or trade shows or any other individual item). Perhaps we should be asking the question: What are the best demand creation activities that we can leverage to support our strategic business objectives and grow our business/market share?

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