Perfect Marketing Storm - Borrell Assoc

Slide deck from the video

The Perfect Marketing Storm Of 2020 April 2020

GORDON BORRELL

About These Slides

CEO Borrell Associates Inc.

These slides are from a six-minute video entitled, “Perfect Marketing Storm of 2020,” narrated by our CEO, Gordon Borrell. The video can be viewed or downloaded at borrellassociates.com/crisismarketing

The video was compiled expressly for local businesses who feel lost in the COVID-19 crisis. It tells the story of how the gradual internalization of marketing activities by businesses helped form a perfect storm headed into the spring of 2020. It also conveys a positive message: There’s a path to success for businesses that can pivot their marketing strategies. These slides may be used publicly with appropriate sourcing and Borrell Associates copyright notations. 2

Time To Stop Advertising?

3

‘Master’ Marketers Maintain Spending

Local Advertisers’ Spending Plan During COVID-19

44%

More

will maintain or increase spending

16% Less Same

28%

52%

Don't Know 5% Source: Borrell’s SMB Business Panel, March 15-29, 2020

4

Most Local Advertisers Unsure About How Much to Budget 58%

uncertain about level of spending

Don’t know

11% We are probably overspending

15% We're probably underspending

We're spending an appropriate amount

42%

32% Source: Borrell’s 2019 Local Advertiser Survey, N=2,083

5

Managing Digital Marketing Is Getting Expensive

6

Source: September 2019 Borrell SMB Panel Survey

How a Crisis is Creating a Marketing Advantage

* Sources: Nielsen, 60% growth in consumer media usage during crises; Borrell, 52% of businesses surveyed plan not cut advertising due to crisis, March 15-29, 2020 7

Who Can Help You Most? Local Media and Ad Agencies are marketing experts with a vested interest in helping businesses gain marketing exposure. Expect them to: 1. 2. 3. 4.

Be partners, not just advertising vendors Understand your business Offer a variety of marketing opportunities Come equipped with creative ideas that fit your business 8

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