The World Cup qualification games boost Costa Rican's consumption in various sectors such as drinks, food, clothing and technology.
However you have to know how and when to take advantage of the soccer euphoria. Gustavo Halsband, president of advertising agency HWP , believes that "... a brand or company should be aware of the circumstances that determine a change or alteration from the normal. This will put them in the spotlight and make them up to date and dynamic ", reported Elfinancierocr.com article.
The first impulse when facing the crisis is to cut those costs not directly related to production and sales; advertising is one of them.
Advertising agencies are strengthening their strategies to stay close to their customers and to convince them how important it is to continue communicating with the market. They insist that reducing the advertising budget will alienate customers with the consequent reduction in sales, thus entering into a vicious cycle with even worse results.
American company, Critical Mass, joined up with Costa Rican firm, Grupo Garnier, to open a subsidiary in the country called The Hangar Interactive.
The Hangar Interactive will create website for marketing and will hire 30 persons immediately. However this figure should reach 250 within the next three years, said Gabriela Llobet, director of Cinde.
In a drive to optimize their investment in advertising, companies are increasingly aiming at specific niches rather than the mass market.
Advertising agencies say they are launching several initiatives in an effort to revive spending on publicity. Specialist firms are being hired to identify the type of advertising that meets specific needs.
Clients want their advertising budget to be spent more efficiently and selectively to make sure it reaches their target market, according to the Leo Burnett agency.