Join our Directory
Submit your information now!
Be part of our directory, Top Mexican Investors official website
EG&A Investment Properties is an American company focusing in attract Mexican Investors to San Antonio, investing at the beginning (2004) in Real Estate, however, due to the actual economic and security situations in Mexico they are looking to invest in business as well.
Our continuos marketing efforts to pre-qualify them, help us to up date this information and look for sensitive data help the USA companies to better target their budgets and achieve their goals.
As Geoffrey Ramsey CEO eMarketer wrote in his last white paper “Seven Strategies for Surviving the Downturn”
“It is true that consumer spending is predicted to stagnate or even decrease marginally,by about 1% in 2009,according to Nariman Behravesh of researcher Global Insight.
But even if consumers slow their spending rate, they will continue to buy things. They will even buy items that make them feel good. For example, a lot of people are still purchasing iPods,Macs and iPhones;Apple’s Q3 2008 revenues rose 27% over the same period in 2007. Said Apple chief Steve Jobs, “If this isn’t stunning,I don’t know what is.” Bottom line:Consumers still need to consume.
And marketers still need to market, so consumers will have the information they need to know what to buy, where to buy it and who is providing the best deal.
“There will still be people out there buying cars,and the trick will be to identify them and what triggers them to purchase.”
—Ian Beavis,executive client services director,Carat,a part of Aegis Group,as quoted in AdWeek,October 13,2008
What’s more,there is research that says consumers explicitly want advertisers to advertise. In a study conducted by OMD,a media agency under the Omnicom umbrella,81% of consumers surveyed said advertisers need to continue to communicate about their products during a recession. Of course,they also offered that they would be more receptive to messages that talk about cost savings, discounts or products that are positioned as investments.
Fundamentally, what consumers need in these tough times is trust. They need trust in the financial system,to make their future more secure. But they also need to trust in brands. With limited dollars, the risk in buying the wrong product or service is increased. Marketers should respond to this need by getting out in front of customers and prospects with messages that reinforce their brand’s equity and value.
“We want to help consumers be certain they’re making smart choices when every dollar they earn counts.”—A.G.Lafley,chief executive,Procter & Gamble,as quoted in The Wall Street Journal,October 15,2008
Focus on What You Can Control
For those of us in business,our focus should be directed toward those things we can influence.
In an October 2008 survey by MarketingProfs, 52% of marketers responding were already making budget changes as a result of the downturn,and worse, a full 75% predicted the impact of the crisis will carry on through 2009 or even 2010. Small businesses are feeling the marketing pinch,too. According to an ongoing American Express poll among small-business owners, just under one-half plan to cut back or delay marketing expenditures as a result of increased financial pressure.
- CEOs, no doubt, will be making tough decisions about possible staff cuts, reducing capital expenditures and putting off
- CFOs will impose the usual budget restrictions and hold everyone more accountable.
- Technology teams will delay upgrades, postpone big projects and search for more cost-effective solutions.
- Marketing staffs will need to take action,too.
“A recession is an economy correcting itself. It does not mean we are falling off the edge of a cliff.”—Dennis Turner,chief economist,HSBC,as quoted in MediaWeek,October 7,2008
Looking Deeper: Other Factors Affecting Media
The media landscape is undergoing two seismic shifts simultaneously. Even before the financial meltdown started, traditional media was being radically reshaped due to fragmentation, the fundamental shift in power from marketers to consumers and a slew of digital technologies brought about through the Internet.
“The problem is that [the economic recession] corresponds to a secular shift in media (from traditional to digital) and there will be a lot of bodies left in the ditches of this transition.A lot of newspaper, traditional magazines and even some broadcasters won’t make this conversion.” —Joe Mandese,editor of MediaPost,in an interview with eMarketer
Further, the very notion of what advertising is, how it is measured and where it is deployed has change dramatically.
“Newspaper and TV journalists see their industry shrinking daily,reinforcing their tendency to see the economic glass as half empty—and draining.”—Paul Maidment, editor, Forbes.com, in an interview with eMarketer
Marketers:Think Twice Before You Cut
If marketers have any choice in the matter, they should be investing in marketing—especially now. Time and again we have seen companies that market their way through a poor economy end up coming out the other side with share gains and stronger brands compared with their competitors.
“When times are tough,it is time to invest,not cut. This comes from years of research dating back to Ogilvy’s Alex Biel and Millward Brown interaction surveys. All show that if we cut marketing during such times,the impact is damaging and it can take you longer to get back to where you were.” —Sir Martin Sorrell,chief executive,WPP Group,as quoted in MediaWeek,October 7,2008
According to Epsilon’s CMO survey, 94% of CMOs and marketing executives concurred with the statement: “A tough economic period is precisely the time when marketing plays a key role. ”Of course,this response could be seen as self-preservation,since senior-level marketers have a desire to protect their budgets,their influence and their very jobs.
“In recession times,it is quite good to continue to advertise because it is an opportunity to take market share.”
—Patrick Stahle,chief executive,Aegis Group’s Aegis Media Asia-Pacific,as quoted in the Wall Street Journal,October 20,2008
Geoffrey Ramsey CEO eMarketer