The document discusses how marketing strategies are important after a recession. It provides 7 recommendations from a Harvard marketing professor for how companies should plan their strategies during an economic downturn: 1) focus on high-potential customers, 2) don't assume a return to normal, 3) assess customer trust in the brand, 4) stay focused on costs, 5) know lead indicators, 6) develop scenarios, and 7) don't wait for permission. It also discusses how CRM tools can help companies discover new customers, cultivate relationships, and optimize service during a recession through collecting customer data and analyzing it for future opportunities.

1. Marketing After Recession With
CRM
Begüm AL

2. • Can recession be the ideal time for
launching a company?
Many well known and successful organizations
were born during an economic slump.

3. Burger King Corporation, with its flame-
broiled burgers, is a recession startup. The
company began in 1954 when James
McLamore and David Edgerton opened a
Burger King restaurant in Miami. During
another recession in 1957, the company
introduced its successful signature burger
— the Whopper. Today, the company
operates more than 11,100 locations in 65
countries.

4. Recessions, however, aren't advantageous only
to start-ups.
Marketing strategies are also so important
after recession.

5. Harvard Business School marketing professor John Quelch offers seven
recommendations for marketers to plan ahead. His advice, writing on Harvard
Business
Publishing:
• 1-Focus on high-potential customers.
• 2-Don’t assume a return to normal.
• 3-Assess your target customers’ trust in your
brand.
• 4-Stay focused on costs.
• 5-Know your lead indicators.
• 6-Develop scenarios.
• 7-Don’t wait for permission.

6. • These are all important points, but companies
should be careful when they are planning
their strategies.
• A strategy just focuses on high potential
customers or a strategy just developing
scenarios may be deficient.
• An interactive marketing strategy with sinergy
should be generated by using all these
recommendations.

7. CRM 2.0 tools is allowing marketing
advantages to discover new
customers and cultivate more
productive customer relationships.

8. • You can connect with potential customers
through CRM 2.0 tools without big expenses.
• It helps for making quick decisions, help
marketing team to know the latest market trend
and give the ability to generate their market
strategy accordingly. It measures marketing
effectiveness and helps in delivering personalized
customer care.That kind of relationship would be
extremely valuable in a recession.

9. • One of CRM's greatest
strengths is that it collects
and organizes information
about your customers and
lets you analyze the data for
future opportunities

10. • With better information at their finger
tips and best practices codified into your
business policies, you can optimize
service for your customers and maximize
revenue.

11. • This recession also make companies to focus
on e-commerce marketing.Online business
seem to be better suited to stand than
physical stores or advertisements.

12. • Retailers are getting more sophisticated about
using e-mail to attract and retain specific
customers already known to them.

13. Resources
• http://www.insidecrm.com/features/businesses-started-slump-111108/
• http://blogs.bnet.com/harvard/?p=1045
• http://www.insidecrm.com/features/crm-important-recession-082508/
• http://www.crm-daily.com/story.xhtml?story_id=66376