2011 Prediction: "The Road to Economic Recovery Runs Through the Retail Industry"

by Sarah Freeman

Every new year brings on a new marketing goals and a new marketing budget… so how can we feel safe to spend?  Maybe the question should be, “Is it safe not to spend?”  In order to keep climbing out of the recession hole, probably not. 

According to an article posted by Retail Info Systems News, National Retail Federation President/CEO, Matt Shay says, “Last year, total retail sales reached $4.4 trillion, accounting for two-thirds of our nation’s GDP (gross domestic product).”  He continued with, “… the one fact that remains clear is that the road to economic recovery runs through the retail industry.”

The good news is, it seems as though buyers are starting to feel more confident that the recession is ending, which will, in turn, get them out spending again!  The Heartland Partnership posted an article with the Peoria Chamber of Commerce (1/3/11) stating that 41% of the public feel that the recession is over.  What may be even more important is that 63% of them feel that we will not see a “double-dip” recession – meaning we will fall not right back into another recession after a brief upturn.

But what more does 2011 mean for advertisers?  Below are some highlighted comments from different executives of the media world  (Radio & Television Business Report. www.rbr.com):

RADIO (Jeff Haley, Radio Advertising Bureau (RAB) President/CEO): “Several notable reports released in 2010 confirmed that people listen to radio to learn about new music and artists, for news, information and entertainment.”  “… This gives advertisers a method of reaching a receptive and attentive audience – often reaching that listener close to the point of purchase.”

TELEVISION (Steve Lanzano, Television Bureau of Advertising (TVB) President): “TV is more powerful and stronger than ever before and growth will continue for years to come.  In fact, a recent study from Frank N. Magid Associates and Hearst found that local TV news is more valuable in drawing viewers’ advertising attention than any other programming.”

OUTDOOR (Stephen Freitas, Outdoor Advertising Association of America (OAAA) Chief Marketing Officer):  “As other media continue to fragment and become more niche oriented, out of home is becoming more attractive to advertisers for a growing number of reasons: out of home ads reach a mass audience, it’s unavoidable, and it reaches people near the point of sale.”

INTERACTIVE (David Doty, Interactive Advertising Bureau (IAB) SVP and CMO) : “We expect to see a number of technologies emerge next year that will serve to make interactive advertising more efficient and more transparent.”

With positive reinforcement like this, it’s easy to see how we’ll be able to work together and make these first quarters of 2011 provide the buying confidence consumers need and, ultimately, drive your sales and success!!


If you find that 2011 Predictions is something that your company would like to know more about, feel free to contact Central States Media at info@centralstatesmedia.com or on the phone at (309) 693-2345.