Ten things to cut in the recession, before you cut your marketing – no. 4 – Executive Costs

4Well, the New Year doesn’t seem to have made things any better out there. In fact, not only is the economic outlook just as bleak with Big Al now saying we’re in a ‘prolonged recession’, it’s even got colder.

So, of course, cutting back on those non-essential costs is just as high on the Boardroom Agenda as it was before Christmas. As usual at such times, the knives will be out for the marketing budgets.

But, as shown in previous articles, cutting marketing is a ‘bad thing’, it leads to less business in the future. So here’s the latest idea in our series of ‘Oi, cut something else’. Continue reading

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Darling, you’ve cracked it

Phew, that’s a relief. Finally the government has got hold of this financial crisis by the short and curlies and sorted it out. The wonderful and original VAT cut will propel us out of recession and back into boom time. Trebles all round! Continue reading

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Cleaning up in Communities

As published in InPublishing (formerly InCirculation), November 2008. Available as a podcast here.

Publishers have spent significant sums, and plenty of man-hours, trying to get some interaction going on their websites. With a few honourable exceptions, most have failed. However, the online soap phenomenon seems to attract a great deal of interaction, maybe we can learn from it? Continue reading

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Ten things to cut in a recession – no. 2 – Meetings

As published on Construction News’ website, 17 October, 2008.

2As regular consumers of this column will know, CIMCIG champions the sensible continutation of marketing activity in tough times.

Without boring you with the details again, it’s been shown that companies who continue their marketing activity in recessions take market share from those that don’t – and keep it once the recession is over.

But of course when times are hard, companies do need to pull in their belts, so we’re prepared a series of ‘cut that first’ ideas. Continue reading

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Ten things to cut in the recession, before you cut your marketing – no.1 – Association Membership

From Construction News’ Website – www.cnplus.co.uk– October 2008

1For the last few weeks I’ve been banging on about the recession, and how important it is to keep your marketing going through it, in order to come out the other side in a better position than you are now. “That’s all very well”, you’ve been saying, “but we need to make some cuts, or we’ll be going bust. What do you suggest?”

So, here goes the first in a short series of money saving ideas. Continue reading

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Content, Community, er… InCirculation Magazine, December 2007

As Web 2.0 begins to bite (aren’t we ready for Web 2.1 yet? At least on beta release? I thought technology development was supposed to be getting faster…) many media companies are once more trying to ‘monetise’ their websites. In the years in between the internet bubble of 2000/02, most of us have pulled back from investing millions in new media, and opted for slower growth, lower risk activity. By doing this, most of us have produced reasonably busy, information led, issue or community focussed sites.

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I’ve seen the future, and it hurts…. InCirculation September 2007

Much has been said about the future. Many people have made many wild predictions. This week, I even told someone that Magic Sky would romp home in the 3.15 at Uttoxeter. Even more remarkably, I was right. ….

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Model Village – InCirculation June 2007

Circulation modelling is in vogue, it seems. A recent session at the PPA conference was packed to the gills. They certainly hadn’t been drawn by the star speaker (me), so I had to assume that the topic was of big interest….

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Control Freak – from InCirculation, February 2007

Fulfillment is a vexed issue for most publishers. Here’s the basics. Essentially, you spend lots of time and money getting customers. Then you give your customers over to someone else. Then you pay that someone. Then you let them handle your customers for you, without really knowing what really happens. Then you pay them again. Then you ask them to tell you what’s going on with your customers, and they tell you that you have to pay them to find out. Then you pay them. Then you don’t really find out what’s going on. Then you pay them again.

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