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Survey Identifies Marketing Trends in Today's Economy

To gauge today's marketing activities and how companies are responding to the recession, CCI recently surveyed professionals in the architecture, engineering, construction (AEC) and other technical industries from across the United States and Canada.

• More than 75% of companies surveyed reduced their marketing budget in some way in the last year.
• Marketing efforts that have been cut because of the economic downturn are advertising (56.2%), sponsorships (47.9%) and trade shows (45.2%).
• 45.3% said they need to demonstrate ROI to secure funding for next year. 68% operate from a marketing plan. Those that do not operate from a marketing plan noted lack of organization, discipline and time as key reasons.
• Ranked from highest to lowest use, firms have engaged in the following marketing tactics during the last year: industry involvement, sales calls, collateral materials, public speaking engagements, advertising, public relations, award submissions, community relations, social media, direct mail and telemarketing.
• In 2010, respondents plan to utilize the following tactics: 76.7% industry involvement, 69.9% collateral material, 67.1% public speaking engagements, 65.8% social media, 64.4% sales calls, 63% public relations, 60.3% advertising, 58.9% award submissions, 50.7% community relations, 50.7% direct mail and 8.2% telemarketing.

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