Invest and advertise In the words of Telemarketing Lists Michel Perion (Quote-500 quote): “You have to invest a little bit counter-cyclically at this time.” A time of crisis or a recession is not in itself a reason to invest less – provided that it is financially responsible. This does not only apply to the real estate market in which Peridot is now investing his Telemarketing Lists money, that kite certainly also applies to investments in your brand. Every euro you can put into branding will yield more when you do it in times of crisis than when you do it during Telemarketing Lists times when the economy is prospering.
We dare to make that claim. Recessions Telemarketing Lists are not new, which is why an overwhelming amount of empirical evidence has been provided over the past 100 years ( Vaile, 1927 ; Biel and King, 1990 ; Kimber, 2002 ; O'Malley et al., 2011 ). Check the scientific literature and it will be difficult not to regard this as a law. crisis corona Telemarketing Lists investing Excess Telemarketing Lists share of voice An important model that helps to explain this is that of the ESOV, the excess share of voice . ESOV is defined as share of voice (SOV) minus share of market (SOM). In other words, you have a positive ESOV if you, as a brand, make yourself heard more clearly than 'fit' Telemarketing Lists with your market share.
If this is the case, if your brand's Telemarketing Lists relative visibility is greater than your market share, your market share will grow. According to Banet & Field , an average of about 0.5 percent market share per year for every 10 percent ESOV. During the corona crisis, two things are very clear. Media consumption has increased and advertisers are Telemarketing Lists withdrawing. The main consequences of this are that: Ad buying has become relatively cheaper, so more visibility for the same money. Continuing your normal advertising budget automatically means an increase in share of voice, because competitors are withdrawing. So it is now cheaper than ever to realize an excess share of voice and grow your brand. After all, the knife cuts both ways. So all Telemarketing Lists brand and marketing managers in the Netherlands: don't just work hard to keep your budget, but even try to increase it.