| Like most cities, Derby has been impacted by the | | | | holiday company based in Derby - Don Arnott |
| recession in one way or another. Usually a city | | | | Parks - reported an increase of nearly 50% in its |
| with a high level of employment, Derby's working | | | | Easter trade over last year with all five of it's |
| population has decreased significantly over the | | | | caravan and camping parks full. |
| past year or so as a result of the economic | | | | Irrespective of whether or not a company is |
| downturn. Figures for the end of march show | | | | seeing adverse effects from the credit-crunch, |
| that the number of people out of work has risen | | | | one thing that they must continue to do is |
| 82% year on year in Derby to 7,235 and for | | | | advertise their business, product or service. A |
| Derbyshire as a whole it is a similar story with | | | | common mistake made by companies who are |
| 17,403 people claiming unemployment benefit | | | | feeling the pinch is to cut their advertising spend |
| compared to 8,253 the same time last year. | | | | when in fact they should be increasing or at least |
| Traditionally, manufacturing has been the integral | | | | maintaining it to help ensure their survival in |
| part of the city's economy, particularly in the | | | | tougher times. |
| areas of aerospace, chinaware production and | | | | There are many media that can be used to |
| train building, with some of Derby's most notable | | | | advertise a business but one of those that |
| firms being Roll Royce, Toyota, Delta Rail and | | | | sometimes gets overlooked is online advertising. |
| Royal Crown Derby Porcelain Co Ltd. This sector | | | | Whether it is a lack of knowledge or a fear of |
| has been one of the hardest hit with Rolls Royce | | | | technology, many companies have tended to stick |
| having shed 140 jobs and Toyota, it is rumoured, | | | | to more traditional media such as newspapers, |
| could be making as many as 800 redundancies | | | | TV and radio. However recent studies into online |
| across its sites in Wales and Derby. The situation | | | | advertising show that it is actually a very |
| has been even worse for some companies such | | | | powerful tool in reaching a company's target |
| as the iconic Wedgewood who have folded | | | | audience and since it is still relatively cheap, also a |
| completely as a result of the crunch. | | | | very cost effective one. Websites such as will list |
| It's not all doom and gloom though - in recent | | | | your business in it's directory for free and, for a |
| years the industry trend has shifted a lot towards | | | | minimal outlay will give you featured listings and |
| the service sector which now is responsible for | | | | homepage exposure for your product or service. |
| over 60% of all employment in Derbyshire. Much | | | | Since it is part of a much larger network of local |
| of this can be attributed to the tourist industry | | | | websites, the exposure that a company can |
| and the attraction of the Peak district, which | | | | receive is increased greatly. Compare this to the |
| although has always been there, has been much | | | | cost and circulation of, for example, an advert in |
| more heavily publicised by various organisations | | | | a local newspaper and it soon becomes clear why |
| including the tourist board. This in turn has seen | | | | internet advertising is becoming so important. In |
| the emergence and increased popularity of hotels, | | | | fact a recent study into the effectiveness of |
| restaurants, and campsites in the region. | | | | online advertising concluded that it is at least |
| The service sector, and in particular the tourist | | | | important as offline advertising always has been. |
| industry has seen less of a negative effect from | | | | The bottom line is that if companies want to give |
| the recession than the manufacturing sector in | | | | themselves every chance of survival in this |
| Derby. Much of this is due to the fact that since | | | | difficult economic climate, they can't afford to |
| the economic downturn many Britons are electing | | | | ignore the internet as an integral part of their |
| to stay at home and holiday in this country | | | | marketing strategy. |
| instead of flying off abroad. In fact one particular | | | | |