Hello everyone 1. Let me start by introducing myself more fully 2. I’m Marketing Director for RBI UK which means that I run a marketing department that cuts across the whole business. The MDs are both my colleagues and internal clients 3. I have held this job since the start of last year just before the divestment was announced. In total, I have been with RBI for 8 years, working closely on many of our products and brands over the years – the majority of them in fact 4. Before joining RBI, I worked for an Internet start-up and before that I ran a small business unit within the Financial Times Group. 5. Anyway, that’s my background – the topic of my presentation today is marketing in a downturn. Over the years, I have worked through many downturns, but obviously nothing of this scale and want to share some of the insights that I have gleaned particularly over the last 12 months or so
Marketing in a Downturn
European Sales Workshop June 8 th 2009 Marketing in a Downturn
Agenda <ul><li>Customers – what’s going on? </li></ul><ul><li>Gurus – what they’re telling us? </li></ul><ul><li>A couple of graphs </li></ul><ul><li>How we can help customers? </li></ul><ul><li>A couple of resources to help you </li></ul>
I have less money to spend on marketing & training I need to demonstrate a measureable return I must learn more about digital..and spend more in this area B2B Marketer My website isn’t working as well as it should When is the sun going to come out? I need to change my marketing plan..fast!
Stay close to customers Wise one Engender trust, & nurture relationships Use digital channels to amp up comms Sponsor research & content Don’t lose share of voice Write a blog Use video Focus on a few key things Contingency plan for multiple scenarios Don't panic!
<ul><li>Graph showing B2B Print Marketing, Allocation & growth, US Large Companies, 2009 </li></ul>
Website Health Check Usability Online display Lead Generation Email Newsletters Branding Awareness Traffic Leads Sponsored webinars Insight & action plan to Improve own website We can help! Thanks!
Resources Advertising Works The Colouring Book http://tinyurl.com/qh31st Practical case studies demonstrating the benefit of print advertising & integrated advertising campaigns Supports customers’ buying-decision process : http://tinyurl.com/qh3lst
Resources What Works Online? Educational seminar, produced & hosted by RBI authorities. Attendees will get an overview of digital marketing & publishing: Website usability SEO Email marketing Lead Generation Online display Positions RBI as an authority on digital media & marketing : http://tiny.cc/WmIqx
Something new! Website Health Check Website healthcheck combining UX, SEO and web design expertise to help customers optimise their websites Opportunity to recapture a share of marketing spend allocated to own websites http://tiny.cc/Dnmd7
<ul><li>Lawrence Mitchell </li></ul><ul><li>Marketing Director </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>Tel: +44 (0) 208 652 8742 </li></ul>Thank you