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Advertising in the Post-9.11 Age
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Business New Haven
1/7/2002
By: Susan Cornell
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Chuck Mascola started out on Madison Avenue as an account supervisor during the eighties, the era of the Fabulously Large Budget, and learned how client resources could be deployed effectively – or squandered. In 1987, Mascola brought his experience home to start Mascola (the marketing firm). As the agency grew, Caffeine, the strategic web partner firm was formed.
How has the advertising industry changed since September 11?
A couple of developments have occurred since September 11. First, advertising has been very patriotic, stressing unity and perseverance. The messages are all similar. Coca-Cola's “We live as many, we stand as one” comes to mind. Essentially, everyone from local car dealerships to Fortune 500 companies feels proud to be American.
Second, two schools of thought regarding advertising spending have emerged: one that favors cutting spending, and another that advocates maintaining or even increasing advertising activities. During economic slowdowns, there is always a knee-jerk reaction to scale back on advertising. We view this as a mistake.
How about direct mail - catalog sales may be way up as fewer people travel, but what about other means of using direct mail?
Direct mail is still one of the most effective ways for delivering a message to your target audience. The anthrax scare definitely reduces the effectiveness of direct mail, since some people may be more inclined to toss direct pieces in the trash rather than risk the remote chance of contracting the disease. But if you do your homework, and pick the right target audience, your message will be delivered.
Another way to avoid the anthrax scare altogether is through Internet direct mail, which our sister company Caffeine specializes in. This is what separates the professionals from the annoying. Everyone gets inundated with spam, the online version of junk mail. It's annoying, draining and not strategic. The right way to use online direct e-mail is to target your audience on the basis of expressed interest.
How do you convince clients to keep their ad budgets intact?
We know that during an economic slowdown, it's tempting to trim advertising to boost earnings. As I said earlier, the ones who cut back on advertising live to regret it. During the 1989-91 recession, a study was done that tracked sales of 101 household brands. Jell-O, Crisco, Hellmann's and Green Giant all cut back on advertising and saw sales drop 26 to 64 percent. Jif peanut butter, in contrast, increased advertising activities and saw sales jump 57 percent. Similarly, Kraft salad dressings' sales rose 70 percent due to strong marketing efforts.
One of our clients, Bradley International Airport, could have easily scaled back on advertising, especially given the national mood towards flying. Instead, they increased advertising and focused on the messages that have helped make it one of the fastest growing airports in the nation: convenience, low-cost and one of the safest in the country
What are clients' major concerns lately?
Consumer confidence weighs heavy on everyone's mind. There are a lot of consumers out there who are worried they may not have a job in a few months and don't want to spend their money unwisely. Our advice to our clients is to keep doing what you do best: maintain your position as a leader in your field.
What's the secret to good marketing today?
That's like asking KFC for their secret recipe! I would say build and maintain solid brand equity, strive and continue to be a leader in your field, be creative and strategic, know your customers and stay on your toes.
What will 2002 bring in terms of new means of advertising?
We will always use a blend of traditional and cutting-edge tactics with an emphasis of strong creative work in our advertising campaigns. Some of the new means of advertising will likely include the Internet. The Internet is evolving at an incredible pace and offering effective ways to reach your target audience. In conjunction with our sister company, Caffeine, we have found amazing rates of convergence (that is, advertising that prompts a sale) with some of the tools available through the Internet.
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