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