Opera administrators can’t afford to entirely forsake advertising, no matter how much the economy sucks. Check out Adrants’s piece on why Smart Marketers Advertise During a Recession. Some points from the post:
- “A McGraw-Hill study of 600 businesses found businesses that maintained or increased their ad spend saw higher sales growth during a recession and in the years following. In fact, the study found those who maintained or increased their ad budgets experienced a 256 percent increase in sales compared to those who cut their budgets.”
- “Another study found businesses that advertised during a recession saw their market share increase 2.5 times.”
- “…[A] third study revealed 80 percent of the businesses that waited until a post-recession economic expansion to advertise saw zero increase in market share. Which, of course, is obvious since everyone else began advertising again.”
- “As the research proves, invest now, realize the benefits later and watch your competition disappear in your rear view mirror as you blast out of this recession miles ahead of the competition.”
Article author Steve Hall also points to an aggregation study by Michele Hush, but I’ll let you discover that link when you read the full article.
And for some opera advertising inspiration from outside the country, check out Nadja Auermann’s ad campaign for the Berlin Opera House. Ach, ach, liebling! What’s Heidi Klum doing now that Project Runway is kaput?
Auermann as Turandot
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