September 15, 2008

Rella:Cowan Launches IffyTimes.com

DURHAM, N.C. - To help companies combat the effects of a down economy and gain market share, Rella:Cowan, a strategic marketing and advertising agency, has launched a new website: http://www.iffytimes.com. The microsite was developed in response to the fact that, historically, companies tend to make reactionary decisions and cut marketing budgets when economic conditions get tight. The research cited by iffytimes.com reveals that companies who sustain marketing through a recession actually benefit more than companies who cut back on marketing, and are better poised for sales growth after the economy recovers.

"The highs and lows of the economy tend to be cyclical, and we wanted to provide marketing guidance on what to do when things go south," says Domenick Rella, partner and creative director for Rella:Cowan. "Many companies automatically cut advertising budgets, but we've learned that some companies can actually use a down economy to grow business and garner more market share from competitors who have gone silent. The point is, if you're smart about it, you can be in control of how a down economy effects your business."

Rella adds, "That said, there's not necessarily anything inherently delightful about discussing a recession. But we think it's important to remind people that you can indeed take a negative and turn it into a positive. We think we're doing just that, in a compelling and engaging way."

The microsite features stories of brands that have experienced success during past recessions, as well as tips on how to market when the economy is in the doldrums. The agency is also distributing a direct mail series, printed on a new recyclable, biodegradable composite, directing prospects to iffytimes.com.

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