This document provides 10 marketing tips for businesses to consider during an economic downturn. The tips include analyzing what is and isn't working, focusing on customer retention through loyalty programs, refining target audiences, investing in areas of growth, focusing messaging on value, differentiating from competitors, negotiating media rates, exploring new digital marketing channels like mobile and social media, and learning about future-oriented trends like social media marketing. The overall message is that while times are tough, smart marketing tactics can help businesses survive and possibly thrive during a recession.
There is no question that trade promotion has its value, but overusing it dilutes its efficiency, erodes brand equity, and devalues the entire category. As we determine how marketing must evolve in the future, we need to give shoppers a better reason to buy our brands, one that is relevant and meaningful to them and does not solely depend on price and need. Emotion — not price promotion — is the new currency with which we can successfully sell goods and services.
Every three years we conduct global research
into “What it Takes to Win Business” based on
the perspectives of 178 global Buyers and Sales
Professionals from a range of industry sectors.
We use the findings to help our clients understand
how their customers make their buying decisions,
become more customer-centric and improve their
win/loss ratio.
As marketers in a customer-driven, digital-age that has evolved extremely rapidly in recent years, we’re challenged to constantly reinvent the way we market our products and services. There’s an ongoing debate in the marketing world about which approach to marketing, push or pull, will get us the most bang for our buck.
There is no question that trade promotion has its value, but overusing it dilutes its efficiency, erodes brand equity, and devalues the entire category. As we determine how marketing must evolve in the future, we need to give shoppers a better reason to buy our brands, one that is relevant and meaningful to them and does not solely depend on price and need. Emotion — not price promotion — is the new currency with which we can successfully sell goods and services.
Every three years we conduct global research
into “What it Takes to Win Business” based on
the perspectives of 178 global Buyers and Sales
Professionals from a range of industry sectors.
We use the findings to help our clients understand
how their customers make their buying decisions,
become more customer-centric and improve their
win/loss ratio.
As marketers in a customer-driven, digital-age that has evolved extremely rapidly in recent years, we’re challenged to constantly reinvent the way we market our products and services. There’s an ongoing debate in the marketing world about which approach to marketing, push or pull, will get us the most bang for our buck.
Traditional Marketing is Dead... Long Live the CustomerStan Phelps
Traditional marketing is dead. Today's consumer is empowered. Tell and sell marketing is no longer effective. Companies need to differentiate themselves to stand out in a sea of sameness. Brands need to find ways to leverage their most important asset: their current customer. Referrals and word of mouth are keys to future growth. This presentation features nine customer-centric marketing lessons from leading brands such as Apple, Disney, Five Guys, Kimpton Hotels, Southwest Airlines, TD Bank, Wells Fargo, Zane's Cycles, and Zappos.
Your Core Ideal, Key Words and Phrases and Big MessageAndrew Priestley
In this free discussion paper, award winning business coach Andrew Priestley explores Jim Stengel's ten year study into business growth. Stengel concluded that companies that grew - especially during the GFC economic challenge of 2007 and 2011 had identified their Core Ideal. Stengel profiled over 50,000 companies global but those rated in the S&P 500 but Priestley wondered if the findings translate to SMEs (six and seven figure businesses) or were relevant to start-ups.
This report includes a quiz designed to help you determine your Core Ideal. You are invited to share your results with the author.
Webinar: Rethinking Sales Motivation: A Modern Approach To Drive GrowthMaritz Motivation
Check out the webinar slides to find ways to better motivate your channel sellers, inspire long-term loyalty and drive sustained growth with a modern strategy. Read the full webinar recap here: https://maritzmotivation.com/resources/sales-motivation-strategy-drive-growth/
Small vs. Large Brands: How to Become a Market LeaderPercolate
This is the first in a five-part series meant to take an empirical approach to marketing. We challenged the most dominant marketing myths out there, using data to explain why they are wrong. In busting some of these myths, we hope to show you how you can grow your own brand.
This was an award winning presentation from TEC (The Executive Committee) a global organization of CEOs. Duane presented this seminar to CEOs throughout the country, who gave it rave reviews for simple techniques to grow their businesses.
You will learn the principles of customer retention and formula for calculating the lifetime value of a customer.
To be effective at outbound marketing, one must first have a clear understanding of what it actually means. Outbound marketing by definition refers to paid advertising and media services. That sounds simple enough, but outbound marketing is complex, in part because it rarely exists in a vacuum. It is important to understand the complex relationships and interdependencies between paid (outbound), owned (inbound) and earned media before launching any campaign.
Email marketing - Build loyalty and level up slidesLaura Thwaites
Join us for a special masterclass on how to boost customer loyalty in your email campaigns. We'll be joined by email marketing legend Kath Pay, Founder and CEO of Holistic Email Marketing. Kath lives and breathes email marketing and is recognized as an international email marketing thought leader. This is one session not to miss!
Times have been tough the past few years. We’re a little confused and definitely a little scared. But there’s hope for the small business owner. We've compiled 6 tips to re-think the market and how you approach it.
Help me don't sell to me - The business case for being a helpful brand in the...David Gyertson
The way businesses engage with the current and potential customers needs to fundamentally change. In difficult times, we want organisations who are going to help us, not sell to us.So how do you make this shift? And what could you be doing to be the most helpful brand?
Put your social media, website and newsletters on fire with these 12 emotion-loaded content ideas.
A firecracker without a match to set it off isn’t going to make much of an impact. A good product or service without an emotion-evoking message isn’t going to be all that persuasive.
In this presentation we will look at 12 emotions that will make your messages explode with persuasiveness.
From time to time on the Brand Autopsy blog, I share "money quotes" from business books I've recently read. This presentation shares "money quotes" from NOW... BUILD A GREAT BUSINESS (Mark Thompson & Brain Tracy). Enjoy.
20 Ecommerce Experts Share Advice to Help You Grow Your Business in 2020Meg Johnson
Hear from the ecommerce experts at Gorgias, Shopify Plus, The Sill, and other brands just like you, who have cracked the code on all things ecommerce. Grab a snack and hop in the DeLorean, we’re heading to the future of ecommerce marketing.
Small Business BC Retail Distribution-7feb2013Gerry Spitzner
Have you developed a product that you are ready to distribute to the retail market but not sure where to start?
Attend this seminar and let Gerry Spitzner use his 40 years of retail experience to help you plan your sales strategy with potential retailers.
Learning Objectives:
>Discover how to structure sales calls to retailers, with the best results.
>Understand the methods retailers use to decide what products they will buy for their stores.
>Find out the common challenges retailers face; how and why they buy.
>Uncover the cardinal rules you should follow when making your first sales pitch to a prospective client
>Learn the terminology, technology and measurements retailers use to decide which products will make the cut.
>Find out how merchandising and pricing works in both chain and independent retailers.
>Discover the logistics and supply chain systems of getting products to the retailers’ door.
Traditional Marketing is Dead... Long Live the CustomerStan Phelps
Traditional marketing is dead. Today's consumer is empowered. Tell and sell marketing is no longer effective. Companies need to differentiate themselves to stand out in a sea of sameness. Brands need to find ways to leverage their most important asset: their current customer. Referrals and word of mouth are keys to future growth. This presentation features nine customer-centric marketing lessons from leading brands such as Apple, Disney, Five Guys, Kimpton Hotels, Southwest Airlines, TD Bank, Wells Fargo, Zane's Cycles, and Zappos.
Your Core Ideal, Key Words and Phrases and Big MessageAndrew Priestley
In this free discussion paper, award winning business coach Andrew Priestley explores Jim Stengel's ten year study into business growth. Stengel concluded that companies that grew - especially during the GFC economic challenge of 2007 and 2011 had identified their Core Ideal. Stengel profiled over 50,000 companies global but those rated in the S&P 500 but Priestley wondered if the findings translate to SMEs (six and seven figure businesses) or were relevant to start-ups.
This report includes a quiz designed to help you determine your Core Ideal. You are invited to share your results with the author.
Webinar: Rethinking Sales Motivation: A Modern Approach To Drive GrowthMaritz Motivation
Check out the webinar slides to find ways to better motivate your channel sellers, inspire long-term loyalty and drive sustained growth with a modern strategy. Read the full webinar recap here: https://maritzmotivation.com/resources/sales-motivation-strategy-drive-growth/
Small vs. Large Brands: How to Become a Market LeaderPercolate
This is the first in a five-part series meant to take an empirical approach to marketing. We challenged the most dominant marketing myths out there, using data to explain why they are wrong. In busting some of these myths, we hope to show you how you can grow your own brand.
This was an award winning presentation from TEC (The Executive Committee) a global organization of CEOs. Duane presented this seminar to CEOs throughout the country, who gave it rave reviews for simple techniques to grow their businesses.
You will learn the principles of customer retention and formula for calculating the lifetime value of a customer.
To be effective at outbound marketing, one must first have a clear understanding of what it actually means. Outbound marketing by definition refers to paid advertising and media services. That sounds simple enough, but outbound marketing is complex, in part because it rarely exists in a vacuum. It is important to understand the complex relationships and interdependencies between paid (outbound), owned (inbound) and earned media before launching any campaign.
Email marketing - Build loyalty and level up slidesLaura Thwaites
Join us for a special masterclass on how to boost customer loyalty in your email campaigns. We'll be joined by email marketing legend Kath Pay, Founder and CEO of Holistic Email Marketing. Kath lives and breathes email marketing and is recognized as an international email marketing thought leader. This is one session not to miss!
Times have been tough the past few years. We’re a little confused and definitely a little scared. But there’s hope for the small business owner. We've compiled 6 tips to re-think the market and how you approach it.
Help me don't sell to me - The business case for being a helpful brand in the...David Gyertson
The way businesses engage with the current and potential customers needs to fundamentally change. In difficult times, we want organisations who are going to help us, not sell to us.So how do you make this shift? And what could you be doing to be the most helpful brand?
Put your social media, website and newsletters on fire with these 12 emotion-loaded content ideas.
A firecracker without a match to set it off isn’t going to make much of an impact. A good product or service without an emotion-evoking message isn’t going to be all that persuasive.
In this presentation we will look at 12 emotions that will make your messages explode with persuasiveness.
From time to time on the Brand Autopsy blog, I share "money quotes" from business books I've recently read. This presentation shares "money quotes" from NOW... BUILD A GREAT BUSINESS (Mark Thompson & Brain Tracy). Enjoy.
20 Ecommerce Experts Share Advice to Help You Grow Your Business in 2020Meg Johnson
Hear from the ecommerce experts at Gorgias, Shopify Plus, The Sill, and other brands just like you, who have cracked the code on all things ecommerce. Grab a snack and hop in the DeLorean, we’re heading to the future of ecommerce marketing.
Small Business BC Retail Distribution-7feb2013Gerry Spitzner
Have you developed a product that you are ready to distribute to the retail market but not sure where to start?
Attend this seminar and let Gerry Spitzner use his 40 years of retail experience to help you plan your sales strategy with potential retailers.
Learning Objectives:
>Discover how to structure sales calls to retailers, with the best results.
>Understand the methods retailers use to decide what products they will buy for their stores.
>Find out the common challenges retailers face; how and why they buy.
>Uncover the cardinal rules you should follow when making your first sales pitch to a prospective client
>Learn the terminology, technology and measurements retailers use to decide which products will make the cut.
>Find out how merchandising and pricing works in both chain and independent retailers.
>Discover the logistics and supply chain systems of getting products to the retailers’ door.
Foredrag holdt på Next Media møte "8. mars-treff for teknojenter". Om bakgrunnen for Girl Geek Dinners Oslo, deretter om "Sosiale medier og store data".
An article about sales logic, creative selling and sales techniques. This ia not written by me so I am not taking credit for it Just taking credit for finding it, liking it and posting it!
For a while now we've been discussing where the big opportunities for B2B brands are. Here's my take on what I think needs to happen next in the world of B2B Marketing
Are you struggling to create content that engages your audience? Content marketing success relies on your ability to understand and target the customer context. This guide helps you do just that.
Content Marketing - What Big Business Discovered and How to Use ItSteve Faber
Content marketing is all the rage these days, with 2013 showing signs that even more marketers are embracing it. There is a good reason for that. Consumers, in both the B2B and B2C environments, respond very well to a properly run content marketing casmpaign. Large organizations have spent big money discovering what works and what doesn't. Use what they've learned about content marketing to power your organization's marketing strategy going forward. 49 pages
Customers do not need sales people who are highly product driven and focused to make the next sale, so they look good in front of their peers. They need intelligent people who add consistent and relevant value to the organisation. This is all that counts. See my article on page 4.
As a small business owner there's probably two things you want more than anything
else in today's economy.
More customers & more cash flow for your business!
However, you've probably come to realize, that's not as easy as it sounds today. I'm
sure this wasn't always the case.
Many businesses not long ago were booming during one of the biggest economic runs
this country had even known. You had as many leads and customers as you could
handle thanks to a thriving economy.
Your sales were skyrocketing, your employees were happy and you were on top of the
world, buying nice cars, investing in vacation homes in your favorite get-a-way
destinations, traveling the world with your spouse and family and enjoying the finer
things in life…as you should have.
The 10 Most Common Marketing Pitfalls (and How to Avoid Them)Fivestars
When you have about a million other things to worry about when running your business, marketing sometimes gets the short end of the stick. Here, we explore the 10 most common marketing mistakes people make and ways to combat them.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
2. open any newspaper—or internet news portal, for that matter—and you’re
likely to see what’s become a sign of the times: a man in a business suit
clutching his temples (or for variety’s sake, hanging his head) in despair.
the specter of a recession has materialized into an economic haunted
house, complete with tumbling stocks, flailing financial behemoths and
fearful predictions of a pink slip tsunami and dismal holiday sales.
Yes, times are tough. But what’s even tougher is figuring out what to do now.
Fortunately, citrus has the answers—from a marketing perspective, that is.
this white paper is a neuron-stimulating marketing package of tips and
tactics to help your business survive—maybe even thrive—during the
current economic climate. it’s the upshot of the downturn, a way to
mitigate the bad times and maximize the good.
Will it boost the economy? curtail inflation? solve mortgage mayhem?
probably not. But it can help you weather the economic squalls still ahead.
3. recession: is it oFFiciaL?
does it Matter?
the definition of “recession”:
a) a significant decline in the gdp
b) a stock market drop of 20%
c) doesn’t really matter
the correct answer is “c.”
Forget textbook definitions and economic indicators. if people believe that the
country is in a recession, they will behave (and buy) as if it’s in a recession.
the sands are shifting on a daily—even hourly—basis. one aspect, however, has
remained the same: america’s mood.
an october, 2008 peW research center study reveals a state of economic
dysphoria impervious to political cheerleading.
“americans are concerned about the nation’s economic problems almost to
the exclusion of every other issue, and they register the lowest level of national
satisfaction ever measured in a pew research center survey. Just 11% say
they are satisfied with the way things are going in the country -- down 14 points
in the past month alone.”
Because 21st century men and women wear their hearts on their digital sleeves,
search activity can be a powerful barometer of public perception. the chart below
shows google search activity for the term “recession.” as you can see, the term
“recession” has been more than a little active.
4. the top 10 recession
Marketing tips
We’ve been spending a great deal of time discussing strategies and tactics for
marketing in a recession with our clients. We have also been thinking hard about
how to market our own business during the downturn (we are expert guinea pigs).
the result of all that thinking, discussing and strategizing is this list of key marketing
tactics that companies need to consider in order to grow. of course, depending on
your specific business category, your mileage may vary.
1. Analyze, Prune, Build
start here: analyze everything you can. determine what’s working. and what isn’t.
Move here: spend smarter. eliminate what isn’t working. do more of what is.
Walk the talk: Build programs where an roi can be measured.
“how do i measure roi?” is being asked by every one of our clients. it is critical to
build roi measurement tools—website and email tracking, telephone tracking,
word of mouth tracking, etc.—into your 2009 marketing communications plan. kill
what doesn’t work and keep on doing what does.
2. Hug Your Customers
For years, we have espoused customer relationship building in white papers,
podcasts and our own marketing philosophy. We strongly believe that creating
“delighted customers” is critical in a recession. delighted customers buy more,
buy more often, buy at a higher margin and act as brand evangelists who will drive
viral marketing for you. and who wouldn’t want more of that?
so how do you create delighted customers?
strategies include customer segmentation, customer research to determine what
makes customers delighted, and building customer databases for direct sales,
direct mail and email programs. We also recommend leveraging the power and love
of your current customer base via referral programs.
as part of this program, analyze your customer touch points. these include all face-
to-face, marketing and digital contacts. do all customer touch points support your
brand positioning? are they aligned? is the messaging clear and consistent? do
they delight? as silly as it may sound, many hotel customers love those freshly
made chocolate chip cookies – and come back for more. pillow mints anyone?
5. as an adjunct to customer touch point analysis, consider creating brand new
customer and prospect touch points. experiential marketing is growing fast.
Marketers want to get up close and personal with their audience and smart
marketers are creating the experiences to do so.
i was in portland recently when Make-a-Wish, one of our clients, gave a child his
wish to meet star Wars storm troopers. the event was held in a high-visibility
location downtown, and the wish child and the crowd on the street were blown
away when the troopers jumped off a street car. We added a bit of pr and the
event was covered by tV stations, extending the experience beyond the
participants. needless to say, everyone was delighted.
3. Focus on Who Not to Target
in a recent american Marketing association study, 67% of marketers stated that
refining target audiences it is an important strategy for reducing the effect of an
economic downturn.
if you can run a market segmentation study, take a hard look at where your
business is really coming from and go after it with laser-like efficiency. try to assign
a cost of acquisition to customer tiers, and then create a quintile analysis. it just
might be time to cut off the bottom twenty percent of your prospects.
the analysis doesn’t always yield quick answers or easy decisions. after all, while it
may be relatively easy to figure out who isn’t a hot prospect, it might make sense to
reactivate efforts that target dormant leads and past customers.
4. Invest in Growth
gM’s stock price recently hit lows not seen since the 1950s.
a key reason? too many gas-guzzling suVs and trucks on the
lots. Who was surprised at this blunder? didn’t we all see it coming?
take your resources, no matter how limited, and study your market to
see where the growth will come from. then invest in these growing market segments.
5. It’s the Message, Stupid
it was the economy for clinton. and it was the economy for both obama and Mccain.
Maybe even you.
this is good time to look—really look—at your messaging. are you telling the right
story? are you delivering a smart value message? are you concise so that busy
prospects can actually digest what you want them to hear? are you differentiating
yourself from the competition in a positive and meaningful way?
6. seth godin, quite possibly the most-read marketing writer and blogger, talks about
the importance of choosing the right brand story to tell. he points out that in a
recession, mass psychology changes and the stories we tell ourselves change as
well. he points to starbucks, which might need to change its brand story from the
“indulgence of someone happy to blow $4 on a cup of coffee” to a smaller
indulgence for “the person who just traded down to a small rented apartment.”
it also might be a good time to conduct market research to unearth some customer
gold. as godin indicates, people’s attitudes are shifting. now more than ever,
knowledge is power.
is the message price or Value?
While everyone is focused on bears and bulls, let’s not forget that one of the most
important indicators of americans’ economic psyche is marketing.
Marketing speaks volumes about what’s on people’s minds and what they want to
hear. already, marketers have gone with the financial flow, honing their messages to
reposition benefits and inspire consumers to spend their hard-earned—and in some
cases, diminishing—paychecks with them.
although some marketers rely solely on communicating an empathetic, we’re-all-in-
this-together tone, we’re starting to see a big move to value positioning and
messaging.
a clear value message provides a strong and compelling reason to purchase.
kool aid is talking up how many drinks you get from each package and how
the cost of each drink compares with a can of coke. the oregonian is hyping
the amount of coupon savings ($106) in a recent sunday paper.
one of my favorite value stories is the current advertising campaign for hilton
garden inn. hilton’s research indicated that the benefit of the benefit (a comfortable
hotel experience) is a good night’s sleep. here is how hilton described the
campaign in a 2007 press release, “the focus of the advertisement is not the bed
but rather the guest. emphasizing people first is part of the brand’s overall goal to
help travelers work smart, stay fit, eat well, and, as illustrated in this execution,
achieve a ‘sleep deep’ experience - showing that whatever guests need to achieve,
hilton garden inn offers the services and amenities for travelers to have everything,
right where they need it.” i couldn’t say it any better myself.
7. 6. Think Different
When the competition zigs, it’s time to zag.
it is amazing how conservative marketers become in a downturn. and that’s fine.
Just make sure that you are the one that’s different, “smart different,” so that you
stand out from the pack and catch a bit of attention.
examples of thinking different are:
< apple and its ipod and iphone product strategies (that one’s a gimme)
< iBM, which shifted from hardware to software and services
< cadillac, which finally started to run advertising that was relevant to the
under 60 crowd
< the oscar Meyer Weiner-mobile
thinking different doesn’t have to be expensive. our internal review of research on
why clients change advertising agencies and how hard it is for them to channel
donald trump and say, “You’re fired” led us to build www.dearagency.com. this site
has had over 9,000 visits since its launch in March (with about $500 in marketing and
an aggressive blogger campaign). We’ve received some promising new business
inquiries as a result.
7. Price it Right
no, panic pricing won’t work. But a smart pricing strategy that includes well-conceived
pricing tactics is critical. here are a couple of ideas:
rather than dropping prices on your highest priced products or services, consider
creating flanker products that deliver lower pricing to lower-value customers.
service business? if you can isolate pricing by customer, it might make sense to go
for cash flow right now and be a bit flexible with your margins.
consider short-term promotions to drive traffic and interest. not surprisingly, the
redemption of consumer coupons is on the rise. however, be careful not to do this
too often or you will train your market, pavlovian-style, to wait for specials to make
the cash register ring.
8. Go Souk
When i first visited the souks, or markets, in the Middle east, i was told that
americans are poor negotiators. Well, get your fez on because when times are tough,
it’s time to negotiate—with the media, that is.
Media companies, with their perishable product, are quite willing to negotiate off the
rate-card. You can use your newfound leverage to get lower pricing or serious extra
value in bonus spots/ads or promotions. it’s like shopping in a market in Marrakech.
More or less.
8. 9. The “Why Nots?” of New Media
take a very hard look at your website. if it has become your major communication tool
and “brochure,” then it’s worth looking at again (and again) to ensure that it’s
performing and meeting your latest objectives. Websites are living and breathing
entities. don’t assume that if it worked in the go-go days of 2006, that it’s working hard
for you in 2009. Why not take a fresh look at your old site?
search engine marketing will continue to grow. With precise targeting and
measurement (including conversion tracking), why wouldn’t this be a part of your
media mix? 2007 saw the use of seM grow across a range of categories: retail
accounted for 49% of the total; automotive 22%; leisure 13% and packaged goods
at 8% (source: iaB). sure, it’s getting expensive with more of your category’s
marketers bidding up key words. that said, seM experts can help you build smart,
efficient programs if used wisely.
citrus has been recommending mobile media as a savvy new marketing tool. Mobile
marketing is sending brand messages and building relationships via the most
ubiquitous media device of all: mobile phones. With phones in virtually every pocket
in america and opportunities in low-cost text-based marketing, why wouldn’t you
want to get there ahead of your competitors? Visit the thinking section of our
website at www.citrusbegin.com to get a pdF of our mobile marketing white paper,
“Mobile Marketing. a good call.”
10. The Future
i was going to stop with nine tactics. however, according to the gods of whitepaperdom
(and stone tablets, for that matter), the best lists of rules have 10 points.
While we’re fretting about today’s down market/up inflation/down housing, we should
also be thinking about the future. or at least a few months out.
the future is, and has been for a few years, digital marketing. i could go on for pages
about how most marketers are not even covering the basics, like having a segmented
customer and prospect database, a smart email program, a clear understanding of
what blogging is all about, how to place an ad on google, or even, as i mentioned
earlier, an updated website. But i won’t.
instead, i’ll make a single suggestion: spend some time learning to understand the
power of social media.
social media are the online technologies and practices that people use to share
opinions, insights, experiences and perspectives with each other. it’s the digital water
cooler, and it’s attracting more people than ever.
You probably first saw social media on amazon with robust reader reviews. then you
read some blogs. today it’s everywhere, and sites like Myspace (younger), Facebook
(a bit older) and business oriented Linkedin (you need to get on this and i’ll be your
first friend when you start) are where many local and national consumer dialogues are
taking place.
9. using social media for branding, reputation-shaping, consumer research,
even recruitment will become a critical element of your marketing programs
now and in the future.
Want to know more? Want to review your marketing strategy in light of the recession?
give me, peter Levitan (i am the ceo here at citrus), a call at 541.419.2309 or send
an email to plevitan@citrusbnd.com. i promise not to waste your time. after all,
time is money.
need a quick take on us? Visit www.citrusbegin.com
oh, if you are ready to jettison your current agency today to move to a more roi-friendly
group, you might want to use that handy-dandy “We make it easy to fire your current
agency” tool at www.dearagency.com.