Smart Marketing in a Dumb Economy

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"The worst thing you can do during a recession is disappear from a marketing/communications perspective." The challenge is... how to market more aggressively with fewer dollars, less man-power, and a …

"The worst thing you can do during a recession is disappear from a marketing/communications perspective." The challenge is... how to market more aggressively with fewer dollars, less man-power, and a more-frugal-minded-than-ever consumer? Espresso suggests a little "brand infiltration"—a.k.a smarter marketing in a dumb economy—or ANY economy.

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  • 1. SMART MARKETING in a DUMB ECONOMY a WOMMA webinar presented May 27, 2009 Marta Kagan Managing Director, US Espresso | Brand InfiltrationTM
  • 2. It’s all a matter of perspective. not full enough half-full
  • 3. 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
  • 4. 10 years post-recession: Aggressive recession advertisers INCREASED MARKET SHARE 2.5X the average for all businesses during the post-recession. RAZEGHI, NOVEMBER 2008
  • 5. 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
  • 6. Try a little Brand Infiltration . TM
  • 7. 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.
  • 8. Brand Infiltration™: “Sharp shooting”— not “spray & pray.”
  • 9. Brand Infiltration™: Smart marketing in a dumb economy.
  • 10. #1 http://www.flickr.com/photos/walkadog/3353936487/ ALWAYS BE CLOSING LISTENING
  • 11. http://addictomatic.com
  • 12. http://socialmention.com
  • 13. http://radian6.com
  • 14. #2 THINK “EXPERIENCES,” NOT ADS. http://www.flickr.com/photos/anirudhkoul/2889606053/
  • 15. http://lynxeffect.com
  • 16. http://www.youtube.com/user/blendtec
  • 17. #3 Infiltration Rule of Thumb: IF IT’S NOT WORTH TALKING ABOUT, IT’S NOT WORTH DOING.
  • 18. #4 MAKE IT SHAREABLE. http://www.flickr.com/photos/anirudhkoul/2841482484/
  • 19. #5 MEASURE EVERYTHING. http://www.flickr.com/photos/ppdigital/2327029777/
  • 20. Don’t just sit there. Infiltrate! brandinfiltration.com BOSTON TORONTO e: marta@brandinfiltration.com e: jacquelyn@brandinfiltration.com t: @mzkagan t: @infiltrators