The Chartered Institute of Marketing is publishing a paper on Marketing in a Recession to address concerns raised by members representing small and medium-sized enterprises.
The paper is being presented to more than 200 marketers on Thursday and aims to reassure and provide practical help on how to meet the challenges of the downturn.
One of the paper’s key messages is that people don’t stop buying in a downturn, “they just buy more safely”. Buyers are looking for reassurance that can only come from companies that display confidence and maintain their current levels of innovation.
CIM director of research and professional development David Thorp (pictured), says: “Customers that notice your brand has suddenly fallen silent will soon smell failure.”
Other key advice includes differentiation, originality and longevity.