welcome to the first edition of the Leibold newsletter.

As part of our continuous effort to make your job easier, we’ve put together useful, timely information on topics that are relevant to you and your job. We know you’re busy so we’ll keep it short. Should you want to explore more about a particular topic check out the Resources section on our Web Site where you’ll also find links to other useful sites that we love and want to share.

In this inaugural edition, we focus on marketing in a recession, and how you can succeed in a poor economy. With marketing budgets being squeezed, it's more important than ever to spend every dollar wisely.

We welcome your feedback on our newsletter. Think of us as your business partner, collaborator, or maybe a conspirator. If there are topics you'd like to see in future issues, please email us at info@leibold.com

survival guidelines for promoting during an economic downturn

Monitor your competitors. If they’re cutting back, seriously consider increasing your marketing budget and hitting harder.

Avoid gimmicks. Center your message on the benefits and advantages of your product or service.

Use on-line and direct-response advertising techniques.

Stress benefits and return on investment.

Focus on your metrics and spend every dollar carefully.

Re-examine your marketing mix to ensure it is the most cost effective.

why advertise during a recession?

These are challenging times for businesses. Many companies of all sizes are struggling to recoup difficult losses sustained during the last 18 months. Companies everywhere are faced with tight budgets and tough decisions.

But, in reality, everyone still needs gas for their cars. Families need to eat. Children returning to schools need clothes and supplies. And, companies still need products and services, from computers to tax preparation. Businesses, large and small, who sit back and weather the storm with the belief that once the economy picks up, so will business, are missing out on tremendous opportunities.

There have been numerous studies of advertising expenditures since 1947. They all have shown that companies who maintained or increased their marketing budgets during recessions dramatically grew market share, sales and profits over companies that reduced their spending.

advertising during a recession provides a unique window of opportunity to:

• Build equity
• Solidify your customer base
• Make inroads on your competitors
  who have cut their advertising
• Gain new customers

Now is the time for smart companies to seize market share and position themselves to lead the inevitable economic turnaround. Withdrawing from customers until the economy picks up and cash-flow increases will mean having to pay a much higher price to achieve your marketing objectives.

Client: R. Sabee Company
Product: Blue Ribbon
Deluxe Training Pads

Design: Leibold Associates, Inc.

success
in an uncertain economy.

When a major big-box customer asked converter R. Sabee Company to rebrand their Puppy Training Pads, the response had to be fast and professional. A new brand was created, using the universal symbol of quality – the Blue Ribbon. Integrating the brand with contemporary architecture and graphics produced packages that radiate quality.

The new packaging propelled such a dramatic increase in sales that the R. Sabee Company has added manufacturing equipment to expand their production.

We applaud the management of R. Sabee Company for making bold marketing decisions in this difficult economy. And, as this story clearly demonstrates, making bold moves now can lead to great success.

food for thought
"You don’t have to put a box inside a shipping box or an envelope
inside a letter pack. Over one billion overnight shipping boxes
and envelopes are used each year. If just 1 percent of those boxes
were saved, it would be enough packaging for two holiday gifts for
every child under the age of five in the United States.”
reference: readthegreenbook.com