Insights by Fred Geyer:

Ad Trends Signal Shift To Media Quality
By Fred Geyer

Recent advertising spending data has lessons that should make large and small advertisers distinctly uncomfortable, and beg the question: Do they understand their spending well enough to ensure they've shifted to the best vehicles for their business? (Marketing Daily, October 8, 2009)

Are Sponsorships the Black Hole in Your Marketing Mix? [PDF]
By Chiaki Nishino and Fred Geyer

This article outlines how marketers can escape the “black hole” of sponsorships and achieve immediate and sustainable results by combining impact analysis with a well-structured, strategic approach to sponsorship selection and management. (September 2009)

Making Marketing Smarter Amidst the Cuts  [Webcast]
By Fred Geyer

In this economy, budget cuts may well be necessary to survive. In this Aquent-sponsored AMA webcast, Fred Geyer outlines how businesses can use their existing intelligence to address five tough questions and rigorously guide how best to reduce and reallocate their budgets in difficult times. (American Marketing Association webcast, March 19, 2009)

Brand Challenge: Renovate Before It’s Too Late [PDF]
By Fred Geyer

Stories of marketing heroes who transform poorly performing brands never fail to enthrall us. But why do some brand leaders wait until their brands are at the breaking point, and at risk of joining such brands as Radio Shack, 7Up, or the GAP, for which renovation may be too late?

Making Marketing Smarter Amidst the Cuts [PDF]
By Chiaki Nishino and Fred Geyer

The troubled economy is forcing corporate leaders to re-evaluate their spending plans across the board and marketing is not exempt. In fact, marketing is often first in line for cuts as corporate leaders attempt to identify immediate cost reductions that may take longer to achieve in other areas. (December 2008)

“Cart Before the Horse” Marketing? Neigh! [PDF]
By Fred Geyer

For all the great marketers and great marketing, we still see too many instances of what I call “cart before the horse” marketing. The cart, of course, is marketing tactics, while the horse is the need to meet critical customer needs. The result is strategies and initiatives that falter before the finish line.

How Financial Services Marketers Should Deal With Crisis of Confidence [PDF]
By Chiaki Nishino and Fred Geyer

As the global financial meltdown spreads, it’s clear that financial brands have been profoundly damaged by a crisis of confidence among their stakeholders. Brands that until a few weeks ago were pillars of the community are today widely distrusted.  Marketing leaders didn’t get financial institutions into this mess. But they will be instrumental in repairing the damage.