The aftermath of recession marketing:
How low can you go? I’m not talking the Limbo here. No – I’m talking about marketing campaigns (digital, direct, email and emerging media) that were created, launched and sent out in 2009, internationally. From what I’ve seen recently the answer is – very.
I just spent the week judging entries to the International ECHO Awards, the DMA’s highly respected marketing awards. Unfortunately, it was a dismal reflection of, and reminder of how hard the recession has been on marketing in general.
Six years of judging top marketing campaigns from all over the world has spoiled me. The groundbreaking campaigns that use new and traditional marketing channels brilliantly are inspiring. Spending days perusing the best and the brightest charges me up and gives me energy to go back and kick up the creativity in my job.
But this year was different.
Marketing is not dead, but it didn’t flourish in 2009. There were bright spots, sure and we reveled in them. And I know there were cuts. But budgets don’t dictate smart thinking. The recession not only knocked-out budgets, but apparently creativity, risk-taking and pride-in-work were also down for the count.
Bring back great marketing ideas.
As we move toward the middle of 2010, I hope you’ll strive to help the world turn marketing into the smart, creative pursuit it needs to be. Generate new ideas, try new things, test what you are doing, ask for feedback and get away from the “we did it last year so it must be ok” thinking. If you need a reason, here’s some food for thought:
· Big ideas help cut through the clutter of 5,000 messages we receive every day
· Me-too marketing dooms you to looking like your competitors
· Creativity tied to smart strategies is the antidote to me-too marketing
In the end we judged and approved enough entries that could be winners. And, some of the entries that were very creative and willing to take a chance did inspire me. But I want to get the word out, and please help me spread it – this year, 2010, we all need to make a pact not to let fear keep us from doing our best work. Are you with me?
What break-through trends do you see in marketing? Share with us your insights and creative thoughts – we’d love to hear what your experience has been, here or at our Facebook page: http://www.facebook.com/dtrio