The Glass is Half FULL

The glass is half FULL.

The glass is half FULL. A fresh perspective on marketing in today’s economy.

A lot of folks think we’re kind of screwed right now.

Perhaps we can offer another perspective.

Perhaps we can offer another perspective. half-full

Perhaps we can offer another perspective. not full enough half-full

JUST KIDDING.

Two perspectives on marketing during a recession:

Two perspectives on marketing during a recession: Scale back and save every penny.

Two perspectives on marketing during a recession: Scale back and save every penny. Finally! An opportunity to pull away from the pack.

“ 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.

“ 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

4 years post-recession:

4 years post-recession: Businesses who maintained or increased advertising spend during a recession SOLD 256% MORE than those who decreased.

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: RAZEGHI, 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

“ 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.

“ 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

“ In a downturn, aggressive PR and Communications strategy is key. Pound your competitors’ shortcomings. They’re hurting and they will be quiet. ” Take the offensive.

“ In a downturn, aggressive PR and Communications strategy is key. Pound your competitors’ shortcomings. They’re hurting and they will be quiet. ” Take the offensive. DOUG LEONE VENTURE PARTNER at SEQUOIA CAPITAL and #39 on FORBES’ 2009 MIDAS LIST OCTOBER 9, 2008

Wal-Mart founder Sam Walton, on the 1991 recession: HIGH BEAM RESEARCH, JUNE 2003 IMAGE CREDIT: Eli Reichman/Time & Life Pictures/ Getty Images

Wal-Mart founder Sam Walton, on the 1991 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

Two years later, Wal-Mart’s share price was up 200% HIGH BEAM RESEARCH, JUNE 2003 IMAGE CREDIT: Eli Reichman/Time & Life Pictures/ Getty Images

Increasing advertising spending during economic expansion often yields no improvement in market share... RAZEGHI, NOVEMBER 2008

Increasing advertising spending during economic expansion often yields no improvement in market share... because 80% of your competitors are also increasing their spending. RAZEGHI, NOVEMBER 2008

Two perspectives on marketing during a recession:

Two perspectives on marketing during a recession: Pull back & let the competition eat your lunch.

Two perspectives on marketing during a recession: Pull back & let the competition eat your lunch. Stand ﬁrm. Be aggressive. EAT YOUR COMPETITORS’ LUNCH.

Who’s hungry?

Two perspectives on media spending during a recession:

Two perspectives on media spending during a recession: We’re toast! Go home and save every penny.

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.

Snuggie, the discount version of The Slanket, sold >4 MILLION units in 3 months by snapping up inexpensive remnant TV spots.

Snuggie, the discount version of The Slanket, sold >4 MILLION units in 3 months by 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

Snuggie, the discount version of The Slanket, sold >4 MILLION units in 3 months by 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 ADVERTISING AGE JANUARY 26, 2009 IMAGE SOURCE: http://www.theslanket.com/

“ Everything is so soft. It's pretty much a buyer's market ” everywhere you turn.

“ Everything is so soft. It's pretty much a buyer's market ” everywhere you turn. PETER GARDINER CHIEF MEDIA OFFICER INTERPUBLIC GROUP OF COMPANIES As printed in AdAge, April 6, 2009

Two perspectives on dealing with the recession:

Two perspectives on dealing with the recession: OH SH*T!

Two perspectives on dealing with the recession: OH SH*T! Bring it on!

IT’S ALL A MATTER OF PERSPECTIVE.

IT’S ALL A MATTER OF PERSPECTIVE. Unemployment in the US has reached a whopping 8.5%.

IT’S ALL A MATTER OF PERSPECTIVE. Unemployment in the US has reached a whopping 8.5%. 91.5% of Americans are currently employed.

The question isn’t really, “How do you see it?”

The question isn’t really, “How do you see it?” It’s, “What are you going to do about it?”

We don’t recommend this.

Nor this.

No, we don’t recommend this either.

We recommend smarter, faster, more effective approaches.

We recommend smarter, faster, more effective approaches. Like Brand Inﬁltration™.

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.”

Ready?

Ready? Set?

Ready? Set? Infiltrate!

1. Start stalking—er, listening.

1. Start stalking—er, listening. Who needs costly focus groups and time-consuming research when you’ve got the world wide web? Seriously. Today’s technology affords opportunities to gain valuable insight on your customers—and your competitors—in record time and at virtually no cost. What are you waiting for? START STALKING!

1. Start stalking—er, listening. Who needs costly focus groups and time-consuming research when you’ve got the world wide web? Seriously. Today’s technology affords opportunities to gain valuable insight on your customers—and your competitors—in record 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

http://addictomatic.com

http://socialmentions.com

http://radian6.com

Infiltrators are really good stalkers.

2. Engage your audience.

2. Engage your audience. Stop creating ads and start creating content. Content that provides knowledge, utility, convenience, or entertainment. Content that provides real value to your customers. Content that makes search engines love you and prospects find you.

2. Engage your audience. Stop creating ads and start creating content. Content that provides knowledge, utility, convenience, or entertainment. Content that provides real value to your customers. Content that makes search engines love you and prospects find you. Because the days of selling stuff by virtue of “saying stuff” are over. It’s time to pay the piper and actually deliver on the promises you’ve been making all these years.

2. Engage your audience. Stop creating ads and start creating content. Content that provides knowledge, utility, convenience, or entertainment. Content that provides real value to your customers. Content that makes search engines love you and prospects find you. Because the days of selling stuff by virtue of “saying stuff” are over. It’s time to pay the piper and actually deliver on the promises you’ve been making all these years. Just sayin’.

http://lynxeffect.com

http://giveadamn.ca

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

General Infiltration Rule of Thumb:

General Infiltration Rule of Thumb: If it’s not worth talking about, it’s not worth doing.

3. Measure EVERYTHING.

3. Measure EVERYTHING. Infiltrators live and die by the numbers. And not just clicks and impressions—we’re talking conversions, intent to purchase, increased brand awareness, and yes, even ACTUAL SALES!!!

3. Measure EVERYTHING. Infiltrators live and die by the numbers. And not just clicks 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 not working—and doubling-down on what is.

3. Measure EVERYTHING. Infiltrators live and die by the numbers. And not just clicks 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 not working—and doubling-down on what is. How refreshing!

Don’t just sit there.

Don’t just sit there. Inﬁltrate!

Don’t just sit there. Inﬁltrate! brandinﬁltration.com

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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The Glass is Half FULL

by Marta Kagan on Apr 14, 2009

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