Index

183

Taking more work in-house

179

Going online or PDF with lit/collateral to reduce print costs

169

Reducing total advertising frequency

158

Using more email programs and/or newsletters to reach prospects at a lower cost

158

Eliminating some trade shows

143

Targeting more selectively/efficiently to maintain frequency in smaller groups

143

Staff reductions

143

Reducing business travel

138

Shifting print literature dollars to website

138

Measuring marcom ROI to prove value to senior management

111

Aggressively negotiating lower rates for outside vendors

106

Scaling back trade show costs

101

Increasing upfront customer/prospect research to improve message efficiency/effectiveness

97

Shifting dollars from traditional media to nontraditional media

97

Increased use of video- or web-conferencing in place of travel

92

Placing more work with small agencies and/or freelancers instead of larger agencies

92

Guiding the agency toward lower-cost creative executions

92

Eliminating raises/bonuses

87

Reducing/eliminating literature/collateral projects

82

Reducing total advertising reach

82

Buying smaller print ad units

63

Reducing/eliminating “branding” advertising

59

Shifting branding dollars to “response” dollars

58

Shifting advertising dollars to public relations

57

Reducing/eliminating internal marketing programs

57

Awarding more work to lowest-cost vendor

37

Suspending strategic planning to put resources against tactical execution

34

Driving some of the promotional cost down the distribution channel

19

Consolidating projects done by small agencies/freelancers into integrated program with single full-service agency