UpFront Solutions for Tough Times

Smith warns marketers against thinking that a quick end to future overseas conflicts will assuage consumer anxiety. Instead, he encourages marketers to continue engaging consumers during such conflicts. Among his recommendations: Don’t stop advertising and prospecting. “You can’t back off,” says Smith. “There’s a big advantage to increasing marketing pressure in a time when competitors are pulling back.” He notes that only 14 percent of consumers responding to a Yankelovich survey said they would be less tolerant of marketing and advertising during a war.