Brands in Recession

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Brands in Recession

  1. 1. The glassis half FULL.
  2. 2. The glassis half FULL.A fresh perspective on marketing in today’s economy.
  3. 3. A lot of folks think we’re kind of screwed right now.
  4. 4. Perhaps we can offer another perspective.
  5. 5. Perhaps we can offer another perspective. half-full
  6. 6. Perhaps we can offer another perspective. not full enough half-full
  7. 7. JUSTKIDDING.
  8. 8. Two perspectives on marketing during a recession:
  9. 9. Two perspectives on marketing during a recession: Scale back andsave every penny.
  10. 10. Two perspectives on marketing during a recession: Scale back andsave every penny. Finally! An opportunity to pull away from the pack.
  11. 11. “ Brands that INCREASE advertising during a recession, when competitors are cutting back, can IMPROVE MARKET SHARE AND RETURN ON INVESTMENT AT ” LOWER COST than during good economic times.
  12. 12. “ Brands that INCREASE advertising during a recession, when competitors are cutting back, can IMPROVE MARKET SHARE AND RETURN ON INVESTMENT AT ” LOWER COST than during good economic times. PROFESSOR JOHN QUELCH HARVARD BUSINESS SCHOOL MARKETING YOUR WAY THROUGH A RECESSION MARCH 3, 2008
  13. 13. 4 years post-recession:
  14. 14. 4 years post-recession:Businesses who maintained orincreased advertising spendduring a recessionSOLD 256% MOREthan those who decreased.
  15. 15. 4 years post-recession:Businesses who maintained orincreased advertising spendduring a recessionSOLD 256% MOREthan those who decreased.PROFESSOR ANDREW J. RAZEGHIKELLOGG SCHOOL OF MANAGEMENT, NORTHWESTERN UNIVERSITYINNOVATING THROUGH A RECESSIONNOVEMBER 2008
  16. 16. 10 years post-recession:RAZEGHI, NOVEMBER 2008
  17. 17. 10 years post-recession:Aggressive recession advertisersINCREASED MARKET SHARE 2.5Xthe average for all businessesduring the post-recession.RAZEGHI, NOVEMBER 2008
  18. 18. “ Marketing is a long-term proposition. A company can get in trouble if it ” changes its marketing strategy to cope with a short-term problem.
  19. 19. “ Marketing is a long-term proposition. A company can get in trouble if it ” changes its marketing strategy to cope with a short-term problem. COLUMNIST AL RIES ADVERTISING AGE “DON’T DAMAGE YOUR BRAND FOR SHORT-TERM GAINS IN A RECESSION” APRIL 6, 2009
  20. 20. “In a downturn, aggressive PR andCommunications strategy is key.Pound your competitors’shortcomings. They’re hurtingand they will be quiet. ”Take the offensive.
  21. 21. “In a downturn, aggressive PR andCommunications strategy is key.Pound your competitors’shortcomings. They’re hurtingand they will be quiet. ”Take the offensive.DOUG LEONEVENTURE PARTNER at SEQUOIA CAPITALand #39 on FORBES’ 2009 MIDAS LISTOCTOBER 9, 2008
  22. 22. Wal-Martfounder SamWalton, on the1991 recession:HIGH BEAM RESEARCH, JUNE 2003IMAGE CREDIT: Eli Reichman/Time & Life Pictures/Getty Images
  23. 23. Wal-Martfounder SamWalton, on the1991 recession:“ I’ve thought about it, and decided not ” to participate. HIGH BEAM RESEARCH, JUNE 2003 IMAGE CREDIT: Eli Reichman/Time & Life Pictures/ Getty Images
  24. 24. Two years later,Wal-Mart’s shareprice was up200%HIGH BEAM RESEARCH, JUNE 2003IMAGE CREDIT: Eli Reichman/Time & Life Pictures/Getty Images
  25. 25. Increasing advertising spending duringeconomic expansion often yields noimprovement in market share...RAZEGHI, NOVEMBER 2008
  26. 26. Increasing advertising spending duringeconomic expansion often yields noimprovement in market share...because 80% of your competitorsare also increasing their spending.RAZEGHI, NOVEMBER 2008
  27. 27. Two perspectives on marketing during a recession:
  28. 28. Two perspectives on marketing during a recession:Pull back & let the competition eat your lunch.
  29. 29. Two perspectives on marketing during a recession:Pull back & let the competition eat your lunch. Stand firm. Be aggressive. EAT YOUR COMPETITORS’ LUNCH.
  30. 30. Who’s hungry?
  31. 31. Two perspectives on media spending during a recession:
  32. 32. Two perspectives on media spending during a recession: We’re toast!Go home and save every penny.
  33. 33. Two perspectives on media spending during a recession: We’re toast!Go home and save every penny. A soft media market means your ad dollars will go farther.
  34. 34. Snuggie, the discount version of The Slanket,sold >4 MILLION units in 3 monthsby snapping up inexpensive remnant TV spots.
  35. 35. Snuggie, the discount version of The Slanket,sold >4 MILLION units in 3 monthsby snapping up inexpensive remnant TV spots.• $40,000,000 in retail sales• >200 parody videos on YouTube• 300,000 visitors to getsnuggie.com in December 2008
  36. 36. Snuggie, the discount version of The Slanket,sold >4 MILLION units in 3 monthsby snapping up inexpensive remnant TV spots.• $40,000,000 in retail sales• >200 parody videos on YouTube• 300,000 visitors to getsnuggie.com in December 2008ADVERTISING AGEJANUARY 26, 2009IMAGE SOURCE: http://www.theslanket.com/
  37. 37. “Everything is so soft.Its pretty much a buyers market ”everywhere you turn.
  38. 38. “Everything is so soft.Its pretty much a buyers market ”everywhere you turn. PETER GARDINER CHIEF MEDIA OFFICER INTERPUBLIC GROUP OF COMPANIES As printed in AdAge, April 6, 2009
  39. 39. Two perspectiveson dealing with the recession:
  40. 40. Two perspectives on dealing with the recession:OH SH*T!
  41. 41. Two perspectives on dealing with the recession:OH SH*T! Bring it on!
  42. 42. IT’S ALL A MATTER OF PERSPECTIVE.
  43. 43. IT’S ALL A MATTER OF PERSPECTIVE.Unemployment in the US has reached awhopping 8.5%.
  44. 44. IT’S ALL A MATTER OF PERSPECTIVE.Unemployment in the US has reached awhopping 8.5%. 91.5% of Americans are currently employed.
  45. 45. The question isn’t really,“How do you see it?”
  46. 46. The question isn’t really,“How do you see it?”It’s, “What are you going to do about it?”
  47. 47. We don’t recommend this.
  48. 48. Nor this.
  49. 49. No, we don’trecommendthis either.
  50. 50. We recommendsmarter, faster,more effective approaches.
  51. 51. We recommendsmarter, faster,more effective approaches.Like Brand Infiltration™.
  52. 52. Brand Infiltration™:A progressive approach to integrated marketingthat blends digital, experiential and classicmarketing tactics with social media savvy and anuber-rigorous commitment to metrics.
  53. 53. Brand Infiltration™:“Sharp shooting”— not “spray & pray.”
  54. 54. Ready?
  55. 55. Ready? Set?
  56. 56. Ready? Set?Infiltrate!
  57. 57. 1. Start stalking—er, listening.
  58. 58. 1. Start stalking—er, listening.Who needs costly focus groups and time-consumingresearch when you’ve got the world wide web? Seriously.Today’s technology affords opportunities to gain valuableinsight on your customers—and your competitors—inrecord time and at virtually no cost.What are you waiting for? START STALKING!
  59. 59. 1. Start stalking—er, listening.Who needs costly focus groups and time-consumingresearch when you’ve got the world wide web? Seriously.Today’s technology affords opportunities to gain valuableinsight on your customers—and your competitors—inrecord time and at virtually no cost. STALK FOR FREE:What are you waiting for? START STALKING! http://addictomatic.com http://summize.com http://technorati.com http://socialmention.com http://googlealerts.com STALK FOR A FEE: http://www.radian6.com/ http://www.crimsonhexagon.com
  60. 60. http://addictomatic.com
  61. 61. http://socialmentions.com
  62. 62. http://radian6.com
  63. 63. Infiltrators are really good stalkers.
  64. 64. Infiltrators are really good stalkers.
  65. 65. 2. Engage your audience.
  66. 66. 2. Engage your audience.Stop creating ads and start creating content.Content that provides knowledge, utility,convenience, or entertainment. Content thatprovides real value to your customers. Contentthat makes search engines love you and prospectsfind you.
  67. 67. 2. Engage your audience.Stop creating ads and start creating content.Content that provides knowledge, utility,convenience, or entertainment. Content thatprovides real value to your customers. Contentthat makes search engines love you and prospectsfind you.Because the days of selling stuff by virtue of “sayingstuff” are over. It’s time to pay the piper and actuallydeliver on the promises you’ve been making all theseyears.
  68. 68. 2. Engage your audience.Stop creating ads and start creating content.Content that provides knowledge, utility,convenience, or entertainment. Content thatprovides real value to your customers. Contentthat makes search engines love you and prospectsfind you.Because the days of selling stuff by virtue of “sayingstuff” are over. It’s time to pay the piper and actuallydeliver on the promises you’ve been making all theseyears.Just sayin’.
  69. 69. http://lynxeffect.com
  70. 70. http://giveadamn.ca
  71. 71. http://www.youtube.com/user/blendtec
  72. 72. General Infiltration Rule of Thumb:
  73. 73. General Infiltration Rule of Thumb:If it’s not worth talking about,it’s not worth doing.
  74. 74. 3. Measure EVERYTHING.
  75. 75. 3. Measure EVERYTHING.Infiltrators live and die by the numbers. And not justclicks and impressions—we’re talking conversions,intent to purchase, increased brand awareness, and yes,even ACTUAL SALES!!!
  76. 76. 3. Measure EVERYTHING.Infiltrators live and die by the numbers. And not justclicks and impressions—we’re talking conversions,intent to purchase, increased brand awareness, and yes,even ACTUAL SALES!!!Infiltrators are also relentless about cutting what’s notworking—and doubling-down on what is.
  77. 77. 3. Measure EVERYTHING.Infiltrators live and die by the numbers. And not justclicks and impressions—we’re talking conversions,intent to purchase, increased brand awareness, and yes,even ACTUAL SALES!!!Infiltrators are also relentless about cutting what’s notworking—and doubling-down on what is.How refreshing!
  78. 78. Don’t just sit there.
  79. 79. Don’t just sit there.Infiltrate!
  80. 80. Don’t just sit there.Infiltrate!brandinfiltration.com
  81. 81. Don’t just sit there.Infiltrate!brandinfiltration.comBOSTON TORONTOe: marta@brandinfiltration.com e: jacquelyn@brandinfiltration.comt: @mzkagan t: @infiltrators
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