Importance of Branding and Media in 2009, CEOs see Brand-building as necessary and an investment

Beltrame Leffler Advertising’s Brand Machine can help.

Everyone is wondering what effect the economy will have on marketing plans and budgets for 2009, and how important is brand-building in the mix. Well, now some information is available. At the recent “Masters of Marketing” Conference by the Association of National Advertisers, 1,200 client-side marketers, media and creative agencies and others gave thoughts on their marketing mix, budgets, plans and tactics. The findings, as reported by the Center for Media Research in their November 10, 2008 Research Brief give you some insight and indicate that even in tough times, you should continue to “invest” in your brand.

First off, there will be changes in spending levels and the marketing mix, with more going to online media. However, there are almost as many who plan to spend more as there are who plan to reduce their spending. One-third (33%) say spending will be reduced and 27% expect to spend more. Interestingly, another 33% say their spending will stay the same, but the marketing mix will be reallocated. This is probably due to an increase in online marketing including web advertising and social media. Only 8% plan on keeping everything the same.

If you’re thinking of reallocating your marketing mix, here’s what others are doing: In new or evolving media spending, the biggest opportunities for growth for brands are seen in social media integration and web advertising. So, you may want to study how the internet can be used and how it might best apply to your company.

Other media considered offering brand growth were grassroots, viral PR campaigns and traditional 30-second TV spots. So, TV is not dead, contrary to many media reports.

The key finding concerning brand-building and its importance to the company was that three-fourths (77%) believe that their CEOs see brand-building as necessary and a majority (56%) believe they see brand-building not only as necessary, but as an investment.

* 56% think of brand-building as an investment
* 21% think it’s an unaccountable but necessary expense
* 15% are not sure
* 8% consider it an unnecessary expense

At Beltrame Leffler, we also believe strongly that brand-building is necessary and very much an investment in the success of your product, service and/or company. That is why we developed and have recently introduced the “Brand Machine.” The Brand Machine is an affordable and impactful branding process that is great for small to medium-size companies who are looking to develop a new brand or enhance or recharge a current brand. It can give you a head-start on competition for a new brand or a jump-start for your existing brand. We’ll be talking more about the Brand Machine in future blogs.

If you would like to find out more about the Brand Machine and improving your brand and what marketing mix would work best for you, give us a call at 317-916-9930 or send us an email: fbingle@bladv.com.