You read over and over again about how companies must continue to advertise during a recession to snatch market share from weaker competitors and reposition themselves when the recovery does happen. I read an article on BtoB Online about two companies that have put that theory into practice.
The first one is Emerson. Kathy Button Bell, CMO of Emerson had this to say, “Although we are in a difficult economic period, it is a great time to be able to move ahead competitively with our advertising.”
Emerson has launched an integrated marketing campaign that includes TV spots, radio ads, print ads that are running in publications such as The Economist and The Wall Street Journal, diorama ads in major airports around the country and online ads.
To track and measure the new campaign, every ad includes the URL of a specially created microsite or landing page. There, visitors can see Emerson's solutions at work in the real world. For example, at www.emerson.com/milwaukee, users can read about how the Milwaukee Metropolitan Sewerage District is using Emerson garbage disposals to convert food waste into electricity.
The campaign is also running in South America, Europe, the Middle East, India, China and Japan.
The second company that has launched a new ad campaign is ON Semiconductor. Print and online ads highlight the company's products being used in consumer electronics and industrial applications. The target audience is design engineers in North America and China. Here is a sample print ad from the new campaign.