It's Time to Maximize Marketing Opportunities Or Could it Be Bad News For Ad Age

Posted by fareed shakir on April 16th, 2019

Bad news sell newspapers -- well whoop de do for newspapers! It certainly doesn't do average folks any favors. The Britian's red tops struggle to find a front page headline unless Amy Winehouse slaps someone or a Big brother contestant farts on air unless there's a amazing crime to write about. Failing that it's a case of let's follow the broadsheets and create gloom and misfortune in the uk by canceling on every last snippet of bad news from the standard.

This desire to sell newspapers regardless of the messages posted out to you by the news articles creates further gloom and despondency in the standard which develops throughout the land to manufacture a massive economic downturn and a countywide malaise. And what for? Just to sell newspapers? That may not be entirely true but it is not without some credence and it is a fact in the uk that bad news will rise to the top of the heap to be reported before good.

Look at this example: the origin is the BBC News website and you may think that the headline is from a week ago -- but no, it is in "mid-boom" on 24 May 2005 and the article reads: --

Profits and sales tumble at M&S

Marks & Spencer saw its profits fall by almost a 5th last year and has said that the outlook for the business remains "challenging".

The retailer's annual pre-tax pre-exceptional profits chop down 19% to £618. 5m... Chief executive Stuart Rose said conditions were tough but was adamant the company was "on track". "Clearly it is tough. The economic climate has ended up being tougher than we predict but we are on track. inch

But as it proved, M&S definitely was on track and in May 2006 posted profits of £751. 4m which was a 35% rise on 2005. In 2007 M&S posted profits of £965. 2m which was 28. 5% up on profits in 2006. Pre-tax profits for the year to 29 03 08 were £1, 007m and sales rose to £9 thousand.

This became the first time in 11 years that M&S profits had capped the £1 thousand mark. You may think, "Well that's very good news for M&S" but what was the headline?

This is from the Times Online May 21 years of age 08:

Marks & Spencer profits reach £1bn but there may be trouble ahead in the middle of economic downturn

In the Telegraph 3 Come early july 2008-07-10 Marks & Spencer shares tumble as retailer issued profit alert Chairman Mister Stuart Rose said that in the past so often "consumer confidence levels have deteriorated markedly and market conditions have become more difficult. inch

Retail analysts will downgrade forecasts on the back of the profits warning. Super fast note to clients Chip Bubb, retail analyzer at Palli International, cut his pre-tax profit forecasts for the current year from £850m to £800m "at best".

How about if the headline had read: Forecasts say that M&S will make over £2, 000, 000 profit a day this year Or M&S profit predict for 2009 is £244, 000, 000 better than the last time it said that the economic climate was tough in 2006!

What I am getting at is that if you want to look at things in a pessimistic light then just see the papers and then panic. However, things are not all gloom and misfortune and we can think of so many facts and figures in a more positive way. No matter how dark the outlook is being painted by the newspapers and other news media, there are always opportunities to do well if you are willing to look for them and to make the most of those opportunities when they promote themselves.

I work in an industry that is closely allied to advertising and marketing and it is at times such as these that the industry feels the crunch. Corporate budgets are cut and the first in line for the chop is often the advertising budget which is absolutely crazy. Still, I would hate to see newspaper headers that read: Agency Closures due to forecasts of reduced profits and would much rather see: Agencies bring client success despite forecasts (not a lot of a headline but it might make the trade press). However, to experience client success agencies will have to work harder to make their sales and marketing campaigns stand out and get noticed.

One area in great need of improvement in effort is direct marketing. I am still receiving letters form the creditors, insurance companies and so on that have not changed one iota in vogue for years. And yet if there is a squeeze on, shouldn't these direct mail pieces be shouting at me rather than offering the same old dull format that is unquestionably heading straight for the rubbish bin.

For years, one company has been spreading the message that companies should try harder to make their marketing efforts really work iota. Maximize your opportunities by ensuring that your marketing efforts really do hit home. That company is Whitney Woods, specialists in promotional products which use cardboard engineering techniques and a UK market leader in interactive marketing products and pop up mailers. This company's product range offers different ways in which to beef up a primary strategy in order to give it maximum effect and increase the probability of the campaign becoming a great success.

You’re able to send range can be considered all kinds of advertising, marketing and promotional applications and UK agencies should look into these ideas before making plans for future promotions. It will certainly give air to some new ideas along with perhaps make the difference between success and failure in what are purportedly difficult times for the industry.