Boost Your Profile with AmCham Belgium

 

Studies show that companies who invest in advertising during a weak economy come out stronger.

 

Does your company view advertising as an expense or an investment? History shows that those who answer “investment” are more likely to see success during an economic upturn.

A recent NW Ayer Inc report on advertising during a recession provides a review of company success and advertisement during recessions. For example, in 1975 the report attributes the setbacks of Avon Products and Hershey Foods in part to advertising cuts and credits heavier advertising for the improved performances of Philip Morris and Revlon. According to the report, the key is where the emphasis of the marketing strategy is placed. Successful companies stress quality, value and new uses for old brands.

The study concludes that a recession actually offers companies a unique opportunity to gear their advertising campaign towards building equity, solidifying a customer base, gaining new customers and making inroads on competitors who have cut back on their advertising.

In fact, a look back at the statistics from past recessions tends to favor this point. A study by McGraw-Hill’s Laboratory of Advertising Performance notes, as an example, a manufacturer of electronics who enjoyed a boost from 32 to 45 percent in market recognition via 13 pages of advertising. When the ad campaign stopped, recognition fell to 37 percent. In other words, recognition decreases when advertising decreases and increased advertising causes an increase in recognition. Said simply: Steady ad spending during recessions results in higher sales.

And if you need brand names to understand these numbers, just think of BristolMyers, Campbell Soup, Coca-Cola, Gillette, Procter and Gamble, Rubbermaid, Levi Strauss and United Airlines. All these are examples of companies who have taken advantage of advertising during a recession in order to establish strong market positions while developing brand equity.

The AmCham Difference

What better way to establish a strong market position and brand equity in the Belgian business community than by advertising with AmCham Belgium? Our list of publications is recognized by US companies as an essential resource for doing business in Belgium. Our Annual Directory is a Who’s Who of US companies doing business in Belgium and read by over 4,000 high-level executives and decision makers. Our website has over 5,000 visitors per month and has earned the reputation as the place for business news, information and networking. And with a distribution of 8,000, our monthly AmCham Connect is an excellent opportunity to directly target your market.

So why wait? Don’t enter the upswing at the back of the pack. Let AmCham Belgium carry your brand to the forefront. Learn more by downloading our Media Kit. Or contact our sales team at:

Klenske Ink
sales@klenskeink.com
+32 (0)23.351.065