Smart Marketing in a Dumb Economy

SMART MARKETING in a DUMB ECONOMY a WOMMA webinar presented May 27, 2009 Marta Kagan Managing Director, US Espresso | Brand InﬁltrationTM

It’s all a matter of perspective. not full enough half-full

4 years post-recession: Businesses who maintained or increased advertising spend during a recession SOLD 256% MORE than those who decreased. PROFESSOR ANDREW J. RAZEGHI KELLOGG SCHOOL OF MANAGEMENT, NORTHWESTERN UNIVERSITY INNOVATING THROUGH A RECESSION NOVEMBER 2008

10 years post-recession: Aggressive recession advertisers INCREASED MARKET SHARE 2.5X the average for all businesses during the post-recession. RAZEGHI, NOVEMBER 2008

Wal-Mart founder Sam Walton, on the 1991 recession: “ I’ve thought about it, and decided not to participate.” IMAGE CREDIT: Eli Reichman/Time & Life Pictures/ Getty Images

Try a little Brand Inﬁltration . TM

Brand Inﬁltration™: A progressive approach to integrated marketing that blends digital, experiential and classic marketing tactics with social media savvy and an uber-rigorous commitment to metrics.

Brand Inﬁltration™: “Sharp shooting”— not “spray & pray.”

Brand Inﬁltration™: Smart marketing in a dumb economy.

#1 http://www.ﬂickr.com/photos/walkadog/3353936487/ ALWAYS BE CLOSING LISTENING

http://addictomatic.com

http://socialmention.com

http://radian6.com

#2 THINK “EXPERIENCES,” NOT ADS. http://www.ﬂickr.com/photos/anirudhkoul/2889606053/

http://lynxeffect.com

http://www.youtube.com/user/blendtec

#3 Infiltration Rule of Thumb: IF IT’S NOT WORTH TALKING ABOUT, IT’S NOT WORTH DOING.

#4 MAKE IT SHAREABLE. http://www.ﬂickr.com/photos/anirudhkoul/2841482484/

#5 MEASURE EVERYTHING. http://www.ﬂickr.com/photos/ppdigital/2327029777/

Don’t just sit there. Infiltrate! brandinfiltration.com BOSTON TORONTO e: marta@brandinfiltration.com e: jacquelyn@brandinfiltration.com t: @mzkagan t: @infiltrators

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Smart Marketing in a Dumb Economy

by The Espresso Group on May 28, 2009

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Smart Marketing in a Dumb Economy — Webinar Transcript