QUESTIONNAIRE—MAY 2009—SENT TO ALL ICOM AGENCY MEMBERS

ICOM Survey

Economic Challenges—A Time of Innovation?

The economy—global and local—is the No. 1 topic on the minds of marketers the world over.
But just how are they dealing with the economic challenges? Are they simply cutting budgets
and maintaining relatively the same marketing programs at reduced spending levels or are they
seeking new ways to make budgets go farther through marketing innovation?

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1.    Has the economic downturn had a material impact on your clients’ marketing budgets?

Yes_____________________              No____________________

2.    By what percent have the budgets changed on average?    _________________

3.    Which of these three statements most closely describes your experience:

A.   Clients have not found it necessary to change their marketing tactics
B.   Budget cuts and new challenges have served as catalysts for clients to come up with new ideas and experimentation to market their products
C.   Clients believe that innovation at this time may be too costly and is risky

4.    If you answered “B,” please continue.  What innovative new techniques or approaches have clients undertaken together with the agency in the past six months?

5.    What have been some outcomes?

6.    Are they redirecting spending into new media, such as social networks? Please elaborate.

7.     If they are making tactical changes, do you see these as permanent or only temporary until the economy improves?

Yes, the changes are permanent.______________________

No, once the economy improves, they plan to go back to the approaches we have employed in the past.___________________________

BONUS QUESTION: Can you get permission to quote a client that represents conditions in your market?

BONUS BONUS QUESTION: Would your client agree to be contacted for follow up questions?   

Your name         ________________________________

Your title         ________________________________

Your company’s name         ______________________

Would you be willing to speak to a reporter?

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