Recession fighter promo letter

During the 2002 ad recession I was selling advertising when I wrote and sent out the following letter. It showed how advertisers who maintain exposure during the slow times move ahead of competitors who don't. It is based on the true story of how Kellogg's moved ahead of Post cereals. Here is the letter copy:

Should You Advertise During a Recession?

Consider this ad from 1935 and how it affects buying today.

Advertising dollars spent during slow times are the best investment a company can make.

In 1929, rival cereal makers Kellogg’s and Post were in a close race to win the breakfast cereal market. When the Great Depression started, Kellogg’s maintained their advertising spending while rival Post cut back.

At the end of the Depression, Kellogg’s had achieved a category dominance that they maintain to this day.

On your next call:

Download and print out the memo. Show them the old Kellogg's ad that ran at the height of the American Depression and remind them that it was during The Depression, when Post cereals cut their ad budget and Kellogg's did not, that Kellogg's became the category leader.

Now ask, "How many more boxes of Kellogg's product have been sold long after The Depression ended because someone had the vision to see a time of economic slowdown as the time to pull ahead of competition?"

Whether you sell advertising or not the story demonstrates a great business lesson. Companies can use a recession to move ahead of their competition by being aaggressive during slow time. You might be able to use this story to motivate a client contemplating cutting back on purchases to stay active.

Download cornflakes_promo.doc

Comments

[Joe Schmitter]

I have an account, an upscale home remodeler, that advertises in our women's magazine. They were going to suspend advertising until I shared this story with them. They have agreed to continue advertising! Thanks for the assistance and excellent resources!

[Josh Gordon]

Thank you Joe. You made my day!!
Josh

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Yeah you're definitely right "Companies can use a recession to move ahead of their competition by being aaggressive during slow time."

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[Kaili Hawley]

Josh,

I read this example from the White Paper you wrote The Coming Change in Social Media Business Applications and just thought it was amazing and really puts into focus that marketing is SO vital to a business.
I just wrote about it and you actually on my company blog Web Marketing Therapy if you want to check it out.

[Josh Gordon]

Thank you Kaili, we can all use a little positvie web therapy these days!
Josh

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In these discussions about Obama, Democrats, and the common good, it is important to remember that
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