Is your business able to cope with a crisis or an economic recession? Fear is healthy, panic is deadly. With Brexit and now the Coronavirus spreading a lot of businesses are affected. History repeats itself. We have done some research and I found the business tactics and marketing strategies that have helped some businesses thrive through the recession and flourish afterwards. In this online training you will learn: How to be in control and plan during an economic crisis and a recession: - Why you shouldn’t panic - How to effectively manage cashflow - How to communicate effectively to attract and retain clients - How to be the brand a customer will always choose first even when consumers are more price-sensitive - What step should you take to make your business not only survive a crisis but thrive in it? - Business tactics and marketing strategies to continue to grow through a crisis and flourish If you are even a little bit uncertainty about how to navigate through any disruptive crisis, this online training is for you. This online training is organised by 3 Colours Rule, an award-winning brand strategy agency based in London. To support your business, join us for a free online talk and Q&A. Online seats are limited.

1. How Can Your Business
Thrive During An Economic Crisis
Business Tactics & Marketing
Strategies That Have Worked

2. Flavilla Fongang
The Brand Experience Futurist
Founder of 3 Colours Rule
Award-winning branding and
marketing agency

3. Format of this session
1. Insights and strategies
2. Q&A
3. Brand opportunities
@FlavillaFongang

5. @FlavillaFongang© Editors Choice - OMG

6. @FlavillaFongang© Editors Choice - OMG
Are we going
to survive
this crisis??!!

7. @FlavillaFongang© Editors Choice - OMG
Cut everything down
people: marketing
team, advertising,
stuff and NO
Christmas Party!!!

8. @FlavillaFongang© Editors Choice - OMG
But BUY more
toilet paper!!!

9. @FlavillaFongang
Consumers set stricter
priorities and reduce
their spending
Businesses typically
cut costs, reduce
prices, and postpone
new investments

10. Protect your
cashflow =
The key to surviving a crisis
@FlavillaFongang

11. The key to surviving a crisis
Protect your
cashflow =
@FlavillaFongang

12. Protect your
cashflow =
The key to surviving a crisis
@FlavillaFongang

13. Cut expenses
not investment =
The key to surviving a crisis
@FlavillaFongang

14. The key to surviving a crisis
“Companies that put customer needs under the
microscope, take a scalpel rather than a cleaver
to the marketing budget, and nimbly adjust
strategies, tactics, and product offerings in
response to shifting demand are more likely
than others to flourish both during and after a
recession.”
Source: Harvard Business Review

15. Understanding Crisis Psychology
Increasing purchases rely on:
• Consumers having disposable income
• Feeling confident about their future
• Trust in business and the economy
• Embracing lifestyles and values that
encourage consumption
Source: Harvard Business Review

16. The power of good marketing strategy and
business tactics during crisis or recession
@FlavillaFongang

17. Ok tell us. What
shall we do Flavi?

18. Reassure
Brand
emotional
connection
Refine
Brand
loyalty
Repeat
Brand
advocacy
Content marketing strategy
@FlavillaFongang
Phase 1 Phase 2 Phase 3

19. Reassuring messages
reinforce an emotional
connection with the brand
and demonstrate empathy.
This is vital.
Source: Harvard Business Review
Reassure
Brand
emotional
connection
Phase 1

20. This must be backed up by actions
demonstrating that your company is on the
customer’s side.
Source: Harvard Business Review
Refine
Brand
loyalty
Phase 2

21. Repeat
Brand
advocacy
Phase 3
Increasing brand loyalty is essential
when consumers are more price
sensitive. Communicate strategically.
@FlavillaFongang

22. Standard customer segmentation
• Demographics
• Psychometrics
@FlavillaFongang

23. Crisis customer segmentation
Psychology segmentation
Emotional reactions to the
economic environment
Source: Harvard Business Review

24. Source: Harvard Business Review
1. The slam on the brakes
2. The pained but patient
3. The comfortably well off
4. The live for today
4 customer segments in crisis

25. 4 customer segments in crisis
Source: Harvard Business Review
The slam on the brakes segment
• Vulnerable
• Hit financially the hardest
• Reduces spending: postpone,
decrease, or substituting purchases

26. 4 customer segments in crisis
Source: Harvard Business Review
The pained but patient segment
• Resilient
• Optimistic about the long term
• Less confident about their ability to
maintain their standard of living

27. 4 customer segments in crisis
Source: Harvard Business Review
The comfortably well off segment
• Feel secured about their ability to cope with
economic situation
• People in the top 5% income
• Less wealthy but with stable finances

28. 4 customer segments in crisis
Source: Harvard Business Review
The live for today segment
• Unconcerned about savings
• Urban and younger
• Spend on experiences

29. Consumption categories
1. Essentials: necessary for survival
or well-being
2. Treats: indulgences considered
justifiable
3. Postponables: needed or desired
purchase can be put off
4. Expendables: not necessary or
unjustifiable
Source: Harvard Business Review

30. Consumption categories
1. Essentials:
• B2C: Pasta, water, toilet paper
• B2B: rebrand, marketing, sale
software
2. Treats:
• B2C: Chocolate, takeaway or
dinning out
• B2B: Personal assistant, taxi,
prospect lunch
Source: Harvard Business Review

31. Consumption categories
2. Postponables:
• B2C: New microwave, holiday
• B2B: AI software, training
3. Expendables:
• B2C: New car
• B2B: Summer office party, office
food snacks, new equipment
Source: Harvard Business Review

32. Source: Harvard Business Review
Strategic opportunities during the downturn will
strongly depend on which of the four segments
your core customers belong to and how they
categorise your products or services

33. Which segment(s) represent your
consumers?
Essential questions
@FlavillaFongang

34. Which products or services are
likely to appeal to them for each
consumption category?
Essential questions
@FlavillaFongang

35. When sales start to
decline, companies
shouldn’t panic and alter
their brand’s fundamental
proposition or positioning
© Editors Choice - OMG
Source: Harvard Business Review

36. Source: Harvard Business Review
During crisis, companies that were able to increase share
of brand voice by maintaining or increasing their
advertising and marketing spending captured market
share from weaker rivals.

37. The power of good marketing
strategy during crisis or recession
Increase:
• Brand visibility and credibility
• Market share of your business
• Returning customers
• Sales and profit growth
@FlavillaFongang

38. Source: Harvard Business Review
Tactics and marketing content strategy for
The Slam On The Brakes Segment
Essentials Treats Postponables Expendables
Emphasise price, hit
wallet-friendly price point
Offer smaller packages
for less money
Promote low-cost value
products
Shrink sizes
Hold prices down
Advertise as a “You
deserve it” or “Your
business deserves it”
small indulgence
Offer Discounts for
Advance Payment
Offer payment plans
Provide low-cost
financing
Offer do-it yourself
alternatives to doing
without
Continue awareness
advertising

39. Source: Harvard Business Review
Tactics and marketing content strategy for
The Pained But Patient Segment
Essentials Treats Postponables Expendables
Offer a lower-priced
option
Promote bonus packs to
encourage stockpiling or
discount for paying in full
in advance
Emphasise dependability
of branded product or
service
Reward loyal
consumers, even if they
consume less
Advertise
products/services as
morale raisers for
individuals or company
Advertise products as
affordable alternatives to
more expensive luxuries
Offer simpler models,
lower prices
Promote lower
operation-cost models
Promote repair/upgrade
services
Continue awareness
advertising
Invest in core product
improvements that will
accelerate customers’
re-entry into the market

40. Source: Harvard Business Review
Tactics and marketing content strategy for
The Comfortably Well Off Segment
Essentials Treats Postponables Expendables
Continue awareness
advertising
Emphasise outstanding
quality
Advertise as a product
you deserve because
you are successful
Promote savings from
buying now
Advise customers
they’re “missing out” by
postponing
Enable discreet
purchasing that avoids
the appearance of
flaunting in front of less
wealthy people
Advertise benefits of
impressing wealthy
friends or showcasing
ongoing success or
remaining the market
leader

41. Source: Harvard Business Review
Tactics and marketing content strategy for
The Live For Today Segment
Essentials Treats Postponables Expendables
Continue awareness
advertising
Remind consumers,
“You can’t live without it”
Offer convenient
automatic credit card
billing
Promote as opportunity
to seize the moment
Offer monthly payment
plans
Promote quality of life
benefits of buying now
Offer exciting new
products and promote as
”must have”
Advertise as products
you can aspire to buy
when your income grows

42. That’s a lot to take in
Flavilla. Can you give
us the essentials?

43. 1 - Understand your
target audience’s
crisis behaviour
@FlavillaFongang

44. 2 - Don’t arbitrarily cut
your marketing
budget but adjust it
@FlavillaFongang

45. 3 – Rethink Your
Product or Service
Delivery To Offer What
Your Clients Value
The Most
@FlavillaFongang

46. 4 - Focus on existing
customers and turn
them into your brand
advocates
@FlavillaFongang

47. 5 – Increase digital
marketing activities
Test, tweak, and
repeat!
@FlavillaFongang

48. 6 – Improve
affordability
Example: extend
credit, reduce item,
serving size, etc
@FlavillaFongang

49. 7 – Have a pipeline
of innovations ready
to launch quickly
when the economy
improves
@FlavillaFongang

50. 8 - Stay flexible,
adjust your strategies
and tactics
@FlavillaFongang

51. 9 - Analyse and track
everything
@FlavillaFongang

52. 10 - Be Open To A
New Business
Model
@FlavillaFongang

53. Phase 1
Brand
Strategy
Phase 2
Brand
Identity
Phase 3
Marketing,
digital
& Sales
Distinguish Attract Convert
Our D.A.C System
@FlavillaFongang

54. Time for
Q&A

55. Source: Harvard Business Review
1. The slam on the brakes
2. The pained but patient
3. The comfortably well off
4. The live for today
Which segment(s) represent your
consumers?

56. Which products or services are
likely to appeal to them for each
consumption category?
Essential questions
@FlavillaFongang

57. 3 Colours Rule
Creative Agency: Brand strategy, brand
identity and experiential marketing
Presented by

58. Contact us
info@3coloursrule.com
020 3617 8706
www.3coloursrule.com