NEW YORK: Americans want corporations to carry out their planned
marketing efforts, and are confident in the strength of the economy,
according to a survey by StrategyOne, Edelman Worldwide's research
arm.
Nine out of 10 of the 1,000 adults surveyed said that companies should
run planned marketing campaigns. The same number felt very or somewhat
confident in the American economy.
Eighty percent said that it has been something of a relief to see a
return to programming, commercials, and events not related to the
attacks.
"I find great comfort in this poll," said Richard Edelman, president and
CEO. "People want to have programming, they want to have promotional
events, and they want to see companies carry out their marketing
activities and be innovative and clever about it."
Edelman advised that companies still need to be cautious in their
approach, but need not shy away from humor or proven tools like
city-to-city tours.
"This is going to require a deft hand," Edelman said, "but don't hold
back because you feel that people aren't ready to listen."
Some companies are already returning to their marketing agendas. Prior
to September 11, Sun Micro-systems was set to launch its new server, Sun
Fire 15K, in New York.
Sun discussed a change of venue, but then responded to Mayor Rudy
Giuliani's request that companies resume normal business in the city.
Sun held the launch in the city last week.
Among other findings, three out of four people said they think it's
important for companies to "support the government's 'new war on
terrorism.'" The survey also revealed that people want to hear a
company's message from employees as well as CEOs. "The day of the
canonization of the CEO is over," Edelman said.
