The document discusses strategies for marketing in an uncertain economy. It recommends retaining or incrementally increasing marketing budgets to maintain brand visibility. It emphasizes building a consistent brand through clear messaging and delivering on promises to build trust with audiences. The document also stresses targeting segmented audiences with tailored messaging and using business intelligence from analytics, surveys and focus groups to understand customer wants. Finally, it outlines developing an integrated marketing strategy with defined objectives, analysis, plans and budgets while also reviewing existing suppliers and contracts to cut costs.

1. Don't Sink – Swim! Make Your Marketing Matter in an
Uncertain World
Spencer Cohen
Sellcomms

2. Don’t Sink - Swim
Content
• Budgets – increasing or decreasing?
• Your Brand
• Business Intelligence - Does it work
• The audience
•Marketing 2012
• The strategy
• Cost cutting
Don’t Sink – Swim by Spencer Cohen

3. Don’t Sink - Swim
Budgets
• With the downturn in the economy which departments budget is
cut first ?
• Which campaign or supplier should you drop?
• Do I need to reduce my head count?
• How much does it cost to generate £1, £100 or even £1,000.
•do not drop your marketing spend – retain or increase in increments –
once you fall off the radar it will require triple investment levels to
climb back up
Don’t Sink – Swim by Spencer Cohen

5. Don’t Sink – Swim by Spencer Cohen

6. Don’t Sink – Swim by Spencer Cohen

7. Don’t Sink – Swim by Spencer Cohen

8. Don’t Sink – Swim by Spencer Cohen

9. Don’t Sink - Swim
Brand - assumptions
• Here’s an assumption for you; the logo is the brand
• The logo is simply a mark
• Not until it consistently signals the kind of opportunities to
build relationships with its audience, can it even begin to
become a brand
• But yours is not the only brand looking for recognition – its
noisy out there; How do you get yourself heard
Don’t Sink – Swim by Spencer Cohen

10. Don’t Sink - Swim
Your Brand – More than just a logo
• Consistency builds trust
• Trust builds recognition
• Recognition builds awareness
• Brands build businesses/organisations
We need to consistently “tell our story” in a way that
is engaging, memorable and relevant
Don’t Sink – Swim by Spencer Cohen

11. Don’t Sink - Swim
Your Brand
• Think of a soft drink
• And whilst we are not all “cokes of
this world”, we can be recognised for
what we offer within our own market
place, do not underestimate the
power of consistency
Don’t Sink – Swim by Spencer Cohen

12. Don’t Sink - Swim
Don’t Sink – Swim by Spencer Cohen

13. Don’t Sink - Swim
Deliver on your brand promises
•John Lewis – great customer service and
“Never knowingly undersold”
• Natwest – Helpful Banking
• Land Rover – Go Beyond
• Avis – We try harder
Don’t Sink – Swim by Spencer Cohen

14. Don’t Sink - Swim
Deliver on your brand promises
Build out a relevant brand offering that appeals to your
customers– stress test various propositions to see which
appeals
Brand Personality – always create a human appeal to the
brand – people buy people not companies
Don’t Sink – Swim by Spencer Cohen

15. Don’t Sink - Swim
Business Intelligence
• How much does it cost to generate £1, £100 or even £1,000.
• Research / Analytics and Insight– always carry out focus
groups, research groups, surveys so you know what your
customers want/need
• Develop products that your customers want and not what
the product team / Board / Trustees want to release
Don’t Sink – Swim by Spencer Cohen

16. Don’t Sink - Swim
Business Net Promoter Score
How willing are you to recommend?
Intelligence –
Net Promoter
Score
Don’t Sink – Swim by Spencer Cohen

17. Don’t Sink - Swim
The Audience
•Deliver targeted information to your consumer
•Never mass market
•Your consumers always have different wants and needs
along their journey with you
•One message NEVER fits all!
•Segment your audience and the message you give them
Don’t Sink – Swim by Spencer Cohen

18. Don’t Sink - Swim
Marketing 2012
• Web
• Web routine
• Social Media
Business, Consumer
• Mobile
Don’t Sink – Swim by Spencer Cohen

19. Don’t Sink - Swim
The Strategy
• Define your overall objectives
• Perform a market analysis The key elements of an
• Develop a SWOT analysis integrated marketing strategy
•Define your target audience are monitoring and adapting
• Examine your resources your strategy
• Draw up an action plan and budget
Don’t Sink – Swim by Spencer Cohen

20. Don’t Sink - Swim
Cost cuttings
• Review existing suppliers
• Review existing contracts
• Draw down on your network
Don’t Sink – Swim by Spencer Cohen

21. Thank you for listening
Your Logo
For more information, contact us at:
telephone no. 0208 279 7687
email address . spencer@sellcomms.com
website address. www.sellcomms.com
Conference House Ltd.
Suite AL18A, BPSIC, Bletchley Park, Milton Keynes MK3 6EB