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Media companies work harder, add new media services to sign and retain clients
DECEMBER 17, 2011
The downturn economy has been especially rough on marketing agencies nationwide because advertising is often one of the first things businesses slash during a recession. In this 12/17/10 piece written by Barbara Pinckney of The Business Review, Rueckert Advertising President Dean A. Rueckert and his peers at other Capital Region marketing firms discuss what they are doing to ramp up business and remain viable:
Dean Rueckert is looking forward to 2011.
Rueckert, president of Rueckert Advertising and Public Relation , is not particularly optimistic about the economy. But he expects next year to be better for the Colonie firm than 2010 has been, because he is working hard to make it better.
"We are devising a new strategic development plan and will be launching something soon," he said. "What you can't do at a time like this is retreat."
Zone 5, an Albany marketing firm, had to cut its staff this fall for the first time in 21 years, eliminating five of its 32 positions.
But chief operating officer Paul Fahey said he, too, is feeling optimistic about 2011, largely because of the success of the firm's focus group, social media and Web development units.
The recessive economy has been particularly hard on marketing firms and media outlets because advertising is one of the first things businesses cut when times are tough.
But it also has forced media companies to do things differently, to become more aggressive in going after the businesses with money to spend—and in giving them what they want to spend it on.
"It's all about staying ahead of the curve," said Rueckert, whose firm is marking 20 years in business this month. "We are trying to have a good plan in place so I can't say I missed the moment."
Harder and smarter
Rueckert said that for the first 18 years his firm was in operation, "business came to us." That is no longer the case.
"Existing clients have just withdrawn," he said. "Some aren't doing anything."
The firm, which employs eight, is "working harder and smarter" to identify industries and companies that are doing well and have a message to get out, and going after them.
click here to read the full article: http://bit.ly/hVCYUc
