Marketing during a recession? August 27, 2009 Jake Yarbrough, President, 8th Idea Answers Revealed!
 
 
How should I market  during a recession?
Yes. Any questions?
Yes. Advertised?:  256% higher sales   600 companies, 1981-1985 and 2001-2006
Yes. Only advertised in recovery?:  80% no market share gain 600 companies, 1981-1985 and 2001-2006
7 2/3  Kernels of Insight
Know Thyself 1
Know   Thy Customer 2
Be Remark-able 3
Don’t Be Terrified by Change “ If you’re not comfortable with change, you’re going to like irrelevance even less.”  Genera...
4
<ul><li>Take Simple Steps </li></ul><ul><ul><ul><ul><li>Social media </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Current ...
Think Different Operations Marketing Brand owner? 6
Consider Your Relationships 7
Review Know Thyself Know Thy Customer Be Remark-able Don’t Be Terrified by Change Take Simple Steps Think Different Consid...
8th Idea 2/3
The Cob Content: Eric Whittington ( [email_address] .com )  Godin, S.  Tribes,  2008, Penguin Group Inc., New York  http:/...
8th Idea Jake Yarbrough 817-475-2212 [email_address] www.8thidea.com Facebook:  http://www.facebook.com/8thidea Twitter: @...
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The 7 and two-thirds kernels of recession marketing wisdom

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An overview of topics to consider when marketing in the face of recessionary pressures. Broad knowledge that will be valuable to a variety of industries and businesses.

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  • Swiss Netgranny (http://netgranny.ch) is a collective of 15 grannies recruited by Swiss fashion label Tarzan (http://www.tarzan.ch). The grannies knit socks on demand and sell them online. Customers can choose their favorite granny by picture, pick the color of their socks, or opt for a granny ‘surprise’ design. It will take a granny approximately two weeks to knit a pair of socks, which costs EUR 26, delivery included. My DNA Fragrance ( http://www.mydnafragrance.com) makes individual fragrances for each one of their clients by incorporating their clients’ DNA. The company sends their customers a home swab kit to collect the DNA sample, which they then use to create the perfume. My DNA Fragrance insists that the privacy of their clients’ DNA is never compromised (they’ll only keep customers’ DNA on file for future orders). The one time DNA swab and lab test costs USD 99.99, and a 4oz. bottle costs USD 89.99 for women and 59.99 for men. Heck, even reading about this will spawn some good stories…
  • The 7 and two-thirds kernels of recession marketing wisdom

    1. 1. Marketing during a recession? August 27, 2009 Jake Yarbrough, President, 8th Idea Answers Revealed!
    2. 4. How should I market during a recession?
    3. 5. Yes. Any questions?
    4. 6. Yes. Advertised?: 256% higher sales 600 companies, 1981-1985 and 2001-2006
    5. 7. Yes. Only advertised in recovery?: 80% no market share gain 600 companies, 1981-1985 and 2001-2006
    6. 8. 7 2/3 Kernels of Insight
    7. 9. Know Thyself 1
    8. 10. Know Thy Customer 2
    9. 11. Be Remark-able 3
    10. 12. Don’t Be Terrified by Change “ If you’re not comfortable with change, you’re going to like irrelevance even less.” General Eric K. Shinseki 4
    11. 13. 4
    12. 14. <ul><li>Take Simple Steps </li></ul><ul><ul><ul><ul><li>Social media </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Current customers </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Referrals </li></ul></ul></ul></ul>5
    13. 15. Think Different Operations Marketing Brand owner? 6
    14. 16. Consider Your Relationships 7
    15. 17. Review Know Thyself Know Thy Customer Be Remark-able Don’t Be Terrified by Change Take Simple Steps Think Different Consider Your Relationships
    16. 18. 8th Idea 2/3
    17. 19. The Cob Content: Eric Whittington ( [email_address] .com ) Godin, S. Tribes, 2008, Penguin Group Inc., New York http://www. mpdailyfix .com/2008/11/statistics_on_advertising_duri.html http://www. motionlab .co.uk/blog/10-points-to-marketing-in-a-recession/2009/08/ http://en-us. nielsen .com/main/insights/consumer_insight/issue_15/new_product_innovation http://www. bnet .com/2403-13241_23-309291.html http://www. trendwatching .com Roberts, K. Lovemarks, The Future Beyond Brands, 2004, Powerhouse Books, New York Images: http://www. flickr .com/photos/seatbelt67/ http://www. flickr . com/photos/spaceageboy/ http://www. flickr .com/photos/83318973@N00 http://www.veer.com
    18. 20. 8th Idea Jake Yarbrough 817-475-2212 [email_address] www.8thidea.com Facebook: http://www.facebook.com/8thidea Twitter: @jakeybro Instant Business Card?: Text “jakeybro” to 50500

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