Borshoff staff report
Borshoff principal Erik Johnson, APR, Fellow PRSA, shared his views on “Marketing in a recession: advertising agencies’ approaches to actively sustain client goals in the current economic environment.” Erik was part of a communications panel before executives from Indiana convention and visitors bureaus (CVBs) or destination marketing organizations (DMOs) during a June 18 Indiana Tourism Council meeting.Erik and other panelists spent much of the time stressing the importance of understanding today’s consumer mindset. They recommended giving special to your existing customer base, developing targeted audience lists, creating strong and well-thought-out key messages (including a break-through creative platform), and using efficient communications channels from advertising to news media to social media, as appropriate, to get the word out.
The program, held at Conner Prairie, also included Bruce Hetrick, CEO, Hetrick Communications; John Palmer, senior digital strategist, MediaSauce; and Jen Perry, account supervisor, Williams Randall Marketing.
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