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NEWS
Economic Crisis Good for Chareidi Advertising
By R. Gil
Although the atmosphere of world recession pervades most of
Israel's advertising firms, where there is already talk of
tightening budgets and freezing certain marketing campaigns,
an entirely different mood dominates the chareidi advertising
world, where the global economic crisis could even be
advantageous.
In recent years the chareidi sector has become more and more
attractive as a safe stronghold that every important company
wants to take part in. Under normal circumstance it offers
valuable customers that can be relied on, an asset that takes
on especial importance during times of uncertainty. This
situation has chareidi advertisers optimistic, especially the
larger firms that have ties with heavyweight companies, which
don't fall to pieces every time a wave comes through.
Based on conversations with ranking executives at leading
firms, the current economic state could even lead to massive
spending on chareidi advertising. "A shekel spent in the
chareidi sector is worth more than in the general population
because it's more focused and is aimed at a clearly defined
target group," says Shay Lachovitzer, CEO of the Afikim
Group. "When clients check the effectiveness of the shekel
they notice this comparison, which stands out in greater
relief during periods of tighter advertising. If a new food
product is launched, for example, in the chareidi sector
advertising and sales promotion will focus on seven cities,
compared to the general population, which is in hundreds of
different locations. A maximal effect can be created with a
minimal budget.
"In the general population it's not always possible to assess
the actual impact the campaigns had, despite the large amount
of money invested. In the chareidi sector feedback is usually
immediate. It will definitely have special allure during hard
times, when companies are looking for safe opportunities to
increase sales."
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