My good friend and advertising guru, Jim Doyle, has some very solid advice for times like these. In a recent newsletter he included his recommendation on how to weather this current economic climate.
The SCARCER Your Resources, the more NARROW should be your focus.
Focus everything. Point of attack. Fewer weeks or days or months. Fewer day parts. And absolutely, focus on advertising in fewer places.
Focus lets advertisers spend less and get more.
Focus helps your client rise above the noise.
To dominate - concentrate. To become more dominant - concentrate.
Your mantra is…repeat after me…the scarcer your resources the more narrow should be your focus."