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The glass
is half FULL.
The glass
is half FULL.
A fresh perspective on marketing in today’s economy.
A lot of folks think we’re kind of screwed right now.
Perhaps we can offer another perspective.
Perhaps we can offer another perspective.




 half-full
Perhaps we can offer another perspective.




                                    not full
                                    enough




 half-full
JUST
KIDDING.
Two perspectives on marketing
     during a recession:
Two perspectives on marketing
                     during a recession:



 Scale back and
save every penny.
Two perspectives on marketing
                     during a recession:



 Scale back and
save every penny.




                                                 Finally!
                                           An opportunity to
                                           pull away from the
                                                  pack.
“
    Brands that INCREASE advertising during
    a recession, when competitors are cutting
    back, can IMPROVE MARKET SHARE
    AND RETURN ON INVESTMENT AT




                    ”
    LOWER COST than during good
    economic times.
“
    Brands that INCREASE advertising during
    a recession, when competitors are cutting
    back, can IMPROVE MARKET SHARE
    AND RETURN ON INVESTMENT AT




                           ”
    LOWER COST than during good
    economic times.


    PROFESSOR JOHN QUELCH
    HARVARD BUSINESS SCHOOL
    MARKETING YOUR WAY THROUGH A RECESSION
    MARCH 3, 2008
4 years post-recession:
4 years post-recession:

Businesses who maintained or
increased advertising spend
during a recession
SOLD 256% MORE
than those who decreased.
4 years post-recession:

Businesses who maintained or
increased advertising spend
during a recession
SOLD 256% MORE
than those who decreased.




PROFESSOR ANDREW J. RAZEGHI
KELLOGG SCHOOL OF MANAGEMENT, NORTHWESTERN UNIVERSITY
INNOVATING THROUGH A RECESSION
NOVEMBER 2008
10 years post-recession:




RAZEGHI, NOVEMBER 2008
10 years post-recession:

Aggressive recession advertisers
INCREASED MARKET SHARE 2.5X
the average for all businesses
during the post-recession.




RAZEGHI, NOVEMBER 2008
“
    Marketing is a long-term proposition.
    A company can get in trouble if it




                              ”
    changes its marketing strategy to cope
    with a short-term problem.
“
    Marketing is a long-term proposition.
    A company can get in trouble if it




                                             ”
    changes its marketing strategy to cope
    with a short-term problem.


    COLUMNIST AL RIES
    ADVERTISING AGE
    “DON’T DAMAGE YOUR BRAND FOR SHORT-TERM GAINS IN A RECESSION”
    APRIL 6, 2009
“
In a downturn, aggressive PR and
Communications strategy is key.
Pound your competitors’
shortcomings. They’re hurting
and they will be quiet.


                 ”
Take the offensive.
“
In a downturn, aggressive PR and
Communications strategy is key.
Pound your competitors’
shortcomings. They’re hurting
and they will be quiet.


                                 ”
Take the offensive.
DOUG LEONE
VENTURE PARTNER at SEQUOIA CAPITAL
and #39 on FORBES’ 2009 MIDAS LIST
OCTOBER 9, 2008
Wal-Mart
founder Sam
Walton, on the
1991 recession:




HIGH BEAM RESEARCH, JUNE 2003
IMAGE CREDIT: Eli Reichman/Time & Life Pictures/
Getty Images
Wal-Mart
founder Sam
Walton, on the
1991 recession:



“
    I’ve thought
    about it,
    and decided not



                                          ”
    to participate.




    HIGH BEAM RESEARCH, JUNE 2003
    IMAGE CREDIT: Eli Reichman/Time & Life Pictures/
    Getty Images
Two years later,
Wal-Mart’s share
price was up
200%
HIGH BEAM RESEARCH, JUNE 2003
IMAGE CREDIT: Eli Reichman/Time & Life Pictures/
Getty Images
Increasing advertising spending during
economic expansion often yields no
improvement in market share...




RAZEGHI, NOVEMBER 2008
Increasing advertising spending during
economic expansion often yields no
improvement in market share...

because 80% of your competitors
are also increasing their spending.



RAZEGHI, NOVEMBER 2008
Two perspectives on marketing
     during a recession:
Two perspectives on marketing
                       during a recession:



Pull back & let the
 competition eat
    your lunch.
Two perspectives on marketing
                       during a recession:



Pull back & let the
 competition eat
    your lunch.




                                               Stand firm.
                                              Be aggressive.
                                               EAT YOUR
                                             COMPETITORS’
                                                 LUNCH.
Who’s hungry?
Two perspectives on media spending
        during a recession:
Two perspectives on media spending
                  during a recession:



  We’re toast!
Go home and save
  every penny.
Two perspectives on media spending
                  during a recession:



  We’re toast!
Go home and save
  every penny.




                                         A soft media
                                         market means
                                       your ad dollars will
                                           go farther.
Snuggie, the discount version of The Slanket,
sold >4 MILLION units in 3 months
by snapping up inexpensive remnant TV spots.
Snuggie, the discount version of The Slanket,
sold >4 MILLION units in 3 months
by snapping up inexpensive remnant TV spots.


• $40,000,000   in retail sales
• >200   parody videos on YouTube
• 300,000   visitors to getsnuggie.com in December 2008
Snuggie, the discount version of The Slanket,
sold >4 MILLION units in 3 months
by snapping up inexpensive remnant TV spots.


• $40,000,000      in retail sales
• >200   parody videos on YouTube
• 300,000    visitors to getsnuggie.com in December 2008




ADVERTISING AGE
JANUARY 26, 2009
IMAGE SOURCE: http://www.theslanket.com/
“
Everything is so soft.
It's pretty much a buyer's market




                     ”
everywhere you turn.
“
Everything is so soft.
It's pretty much a buyer's market




                                         ”
everywhere you turn.

    PETER GARDINER
    CHIEF MEDIA OFFICER
    INTERPUBLIC GROUP OF COMPANIES
    As printed in AdAge, April 6, 2009
Two perspectives
on dealing with the recession:
Two perspectives
           on dealing with the recession:



OH SH*T!
Two perspectives
           on dealing with the recession:



OH SH*T!




                                        Bring it on!
IT’S ALL A MATTER OF PERSPECTIVE.
IT’S ALL A MATTER OF PERSPECTIVE.




Unemployment in
   the US has
    reached a
whopping 8.5%.
IT’S ALL A MATTER OF PERSPECTIVE.




Unemployment in
   the US has
    reached a
whopping 8.5%.




                                        91.5% of
                                      Americans are
                                        currently
                                       employed.
The question isn’t really,
“How do you see it?”
The question isn’t really,
“How do you see it?”

It’s, “What are you going to do about it?”
We don’t recommend this.
Nor this.
No, we don’t
recommend
this either.
We recommend
smarter, faster,
more effective approaches.
We recommend
smarter, faster,
more effective approaches.

Like Brand Infiltration™.
Brand Infiltration™:
A progressive approach to integrated marketing
that blends digital, experiential and classic
marketing tactics with social media savvy and an
uber-rigorous commitment to metrics.
Brand Infiltration™:
“Sharp shooting”— not “spray & pray.”
Ready?
Ready?
 Set?
Ready?
   Set?
Infiltrate!
1. Start stalking—er, listening.
1. Start stalking—er, listening.
Who needs costly focus groups and time-consuming
research when you’ve got the world wide web? Seriously.

Today’s technology affords opportunities to gain valuable
insight on your customers—and your competitors—in
record time and at virtually no cost.

What are you waiting for? START STALKING!
1. Start stalking—er, listening.
Who needs costly focus groups and time-consuming
research when you’ve got the world wide web? Seriously.

Today’s technology affords opportunities to gain valuable
insight on your customers—and your competitors—in
record time and at virtually no cost.
                                                            STALK FOR FREE:
What are you waiting for? START STALKING!                   http://addictomatic.com
                                                            http://summize.com
                                                            http://technorati.com
                                                            http://socialmention.com
                                                            http://googlealerts.com



                                                            STALK FOR A FEE:
                                                            http://www.radian6.com/
                                                            http://www.crimsonhexagon.com
http://addictomatic.com
http://socialmentions.com
http://radian6.com
Infiltrators are
 really good
    stalkers.
Infiltrators are
 really good
    stalkers.
2. Engage your audience.
2. Engage your audience.
Stop creating ads and start creating content.
Content that provides knowledge, utility,
convenience, or entertainment. Content that
provides real value to your customers. Content
that makes search engines love you and prospects
find you.
2. Engage your audience.
Stop creating ads and start creating content.
Content that provides knowledge, utility,
convenience, or entertainment. Content that
provides real value to your customers. Content
that makes search engines love you and prospects
find you.

Because the days of selling stuff by virtue of “saying
stuff” are over. It’s time to pay the piper and actually
deliver on the promises you’ve been making all these
years.
2. Engage your audience.
Stop creating ads and start creating content.
Content that provides knowledge, utility,
convenience, or entertainment. Content that
provides real value to your customers. Content
that makes search engines love you and prospects
find you.

Because the days of selling stuff by virtue of “saying
stuff” are over. It’s time to pay the piper and actually
deliver on the promises you’ve been making all these
years.

Just sayin’.
http://lynxeffect.com
http://giveadamn.ca
http://www.youtube.com/user/blendtec
General Infiltration Rule of Thumb:
General Infiltration Rule of Thumb:
If it’s not worth talking about,
it’s not worth doing.
3. Measure EVERYTHING.
3. Measure EVERYTHING.
Infiltrators live and die by the numbers. And not just
clicks and impressions—we’re talking conversions,
intent to purchase, increased brand awareness, and yes,
even ACTUAL SALES!!!
3. Measure EVERYTHING.
Infiltrators live and die by the numbers. And not just
clicks and impressions—we’re talking conversions,
intent to purchase, increased brand awareness, and yes,
even ACTUAL SALES!!!

Infiltrators are also relentless about cutting what’s not
working—and doubling-down on what is.
3. Measure EVERYTHING.
Infiltrators live and die by the numbers. And not just
clicks and impressions—we’re talking conversions,
intent to purchase, increased brand awareness, and yes,
even ACTUAL SALES!!!

Infiltrators are also relentless about cutting what’s not
working—and doubling-down on what is.



How refreshing!
Don’t just sit there.
Don’t just sit there.
Infiltrate!
Don’t just sit there.
Infiltrate!
brandinfiltration.com
Don’t just sit there.
Infiltrate!
brandinfiltration.com
BOSTON                          TORONTO
e: marta@brandinfiltration.com   e: jacquelyn@brandinfiltration.com
t: @mzkagan                     t: @infiltrators

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The Glass is Half FULL

  • 2. The glass is half FULL. A fresh perspective on marketing in today’s economy.
  • 3. A lot of folks think we’re kind of screwed right now.
  • 4.
  • 5. Perhaps we can offer another perspective.
  • 6. Perhaps we can offer another perspective. half-full
  • 7. Perhaps we can offer another perspective. not full enough half-full
  • 8.
  • 10. Two perspectives on marketing during a recession:
  • 11. Two perspectives on marketing during a recession: Scale back and save every penny.
  • 12. Two perspectives on marketing during a recession: Scale back and save every penny. Finally! An opportunity to pull away from the pack.
  • 13. Brands that INCREASE advertising during a recession, when competitors are cutting back, can IMPROVE MARKET SHARE AND RETURN ON INVESTMENT AT ” LOWER COST than during good economic times.
  • 14. Brands that INCREASE advertising during a recession, when competitors are cutting back, can IMPROVE MARKET SHARE AND RETURN ON INVESTMENT AT ” LOWER COST than during good economic times. PROFESSOR JOHN QUELCH HARVARD BUSINESS SCHOOL MARKETING YOUR WAY THROUGH A RECESSION MARCH 3, 2008
  • 16. 4 years post-recession: Businesses who maintained or increased advertising spend during a recession SOLD 256% MORE than those who decreased.
  • 17. 4 years post-recession: Businesses who maintained or increased advertising spend during a recession SOLD 256% MORE than those who decreased. PROFESSOR ANDREW J. RAZEGHI KELLOGG SCHOOL OF MANAGEMENT, NORTHWESTERN UNIVERSITY INNOVATING THROUGH A RECESSION NOVEMBER 2008
  • 19. 10 years post-recession: Aggressive recession advertisers INCREASED MARKET SHARE 2.5X the average for all businesses during the post-recession. RAZEGHI, NOVEMBER 2008
  • 20. Marketing is a long-term proposition. A company can get in trouble if it ” changes its marketing strategy to cope with a short-term problem.
  • 21. Marketing is a long-term proposition. A company can get in trouble if it ” changes its marketing strategy to cope with a short-term problem. COLUMNIST AL RIES ADVERTISING AGE “DON’T DAMAGE YOUR BRAND FOR SHORT-TERM GAINS IN A RECESSION” APRIL 6, 2009
  • 22. “ In a downturn, aggressive PR and Communications strategy is key. Pound your competitors’ shortcomings. They’re hurting and they will be quiet. ” Take the offensive.
  • 23. “ In a downturn, aggressive PR and Communications strategy is key. Pound your competitors’ shortcomings. They’re hurting and they will be quiet. ” Take the offensive. DOUG LEONE VENTURE PARTNER at SEQUOIA CAPITAL and #39 on FORBES’ 2009 MIDAS LIST OCTOBER 9, 2008
  • 24. Wal-Mart founder Sam Walton, on the 1991 recession: HIGH BEAM RESEARCH, JUNE 2003 IMAGE CREDIT: Eli Reichman/Time & Life Pictures/ Getty Images
  • 25. Wal-Mart founder Sam Walton, on the 1991 recession: “ I’ve thought about it, and decided not ” to participate. HIGH BEAM RESEARCH, JUNE 2003 IMAGE CREDIT: Eli Reichman/Time & Life Pictures/ Getty Images
  • 26. Two years later, Wal-Mart’s share price was up 200% HIGH BEAM RESEARCH, JUNE 2003 IMAGE CREDIT: Eli Reichman/Time & Life Pictures/ Getty Images
  • 27. Increasing advertising spending during economic expansion often yields no improvement in market share... RAZEGHI, NOVEMBER 2008
  • 28. Increasing advertising spending during economic expansion often yields no improvement in market share... because 80% of your competitors are also increasing their spending. RAZEGHI, NOVEMBER 2008
  • 29. Two perspectives on marketing during a recession:
  • 30. Two perspectives on marketing during a recession: Pull back & let the competition eat your lunch.
  • 31. Two perspectives on marketing during a recession: Pull back & let the competition eat your lunch. Stand firm. Be aggressive. EAT YOUR COMPETITORS’ LUNCH.
  • 33. Two perspectives on media spending during a recession:
  • 34. Two perspectives on media spending during a recession: We’re toast! Go home and save every penny.
  • 35. Two perspectives on media spending during a recession: We’re toast! Go home and save every penny. A soft media market means your ad dollars will go farther.
  • 36. Snuggie, the discount version of The Slanket, sold >4 MILLION units in 3 months by snapping up inexpensive remnant TV spots.
  • 37. Snuggie, the discount version of The Slanket, sold >4 MILLION units in 3 months by snapping up inexpensive remnant TV spots. • $40,000,000 in retail sales • >200 parody videos on YouTube • 300,000 visitors to getsnuggie.com in December 2008
  • 38. Snuggie, the discount version of The Slanket, sold >4 MILLION units in 3 months by snapping up inexpensive remnant TV spots. • $40,000,000 in retail sales • >200 parody videos on YouTube • 300,000 visitors to getsnuggie.com in December 2008 ADVERTISING AGE JANUARY 26, 2009 IMAGE SOURCE: http://www.theslanket.com/
  • 39. “ Everything is so soft. It's pretty much a buyer's market ” everywhere you turn.
  • 40. “ Everything is so soft. It's pretty much a buyer's market ” everywhere you turn. PETER GARDINER CHIEF MEDIA OFFICER INTERPUBLIC GROUP OF COMPANIES As printed in AdAge, April 6, 2009
  • 41. Two perspectives on dealing with the recession:
  • 42. Two perspectives on dealing with the recession: OH SH*T!
  • 43. Two perspectives on dealing with the recession: OH SH*T! Bring it on!
  • 44. IT’S ALL A MATTER OF PERSPECTIVE.
  • 45. IT’S ALL A MATTER OF PERSPECTIVE. Unemployment in the US has reached a whopping 8.5%.
  • 46. IT’S ALL A MATTER OF PERSPECTIVE. Unemployment in the US has reached a whopping 8.5%. 91.5% of Americans are currently employed.
  • 47. The question isn’t really, “How do you see it?”
  • 48. The question isn’t really, “How do you see it?” It’s, “What are you going to do about it?”
  • 52. We recommend smarter, faster, more effective approaches.
  • 53. We recommend smarter, faster, more effective approaches. Like Brand Infiltration™.
  • 54. Brand Infiltration™: A progressive approach to integrated marketing that blends digital, experiential and classic marketing tactics with social media savvy and an uber-rigorous commitment to metrics.
  • 58. Ready? Set? Infiltrate!
  • 60. 1. Start stalking—er, listening. Who needs costly focus groups and time-consuming research when you’ve got the world wide web? Seriously. Today’s technology affords opportunities to gain valuable insight on your customers—and your competitors—in record time and at virtually no cost. What are you waiting for? START STALKING!
  • 61. 1. Start stalking—er, listening. Who needs costly focus groups and time-consuming research when you’ve got the world wide web? Seriously. Today’s technology affords opportunities to gain valuable insight on your customers—and your competitors—in record time and at virtually no cost. STALK FOR FREE: What are you waiting for? START STALKING! http://addictomatic.com http://summize.com http://technorati.com http://socialmention.com http://googlealerts.com STALK FOR A FEE: http://www.radian6.com/ http://www.crimsonhexagon.com
  • 65. Infiltrators are really good stalkers.
  • 66. Infiltrators are really good stalkers.
  • 67. 2. Engage your audience.
  • 68. 2. Engage your audience. Stop creating ads and start creating content. Content that provides knowledge, utility, convenience, or entertainment. Content that provides real value to your customers. Content that makes search engines love you and prospects find you.
  • 69. 2. Engage your audience. Stop creating ads and start creating content. Content that provides knowledge, utility, convenience, or entertainment. Content that provides real value to your customers. Content that makes search engines love you and prospects find you. Because the days of selling stuff by virtue of “saying stuff” are over. It’s time to pay the piper and actually deliver on the promises you’ve been making all these years.
  • 70. 2. Engage your audience. Stop creating ads and start creating content. Content that provides knowledge, utility, convenience, or entertainment. Content that provides real value to your customers. Content that makes search engines love you and prospects find you. Because the days of selling stuff by virtue of “saying stuff” are over. It’s time to pay the piper and actually deliver on the promises you’ve been making all these years. Just sayin’.
  • 75. General Infiltration Rule of Thumb: If it’s not worth talking about, it’s not worth doing.
  • 77. 3. Measure EVERYTHING. Infiltrators live and die by the numbers. And not just clicks and impressions—we’re talking conversions, intent to purchase, increased brand awareness, and yes, even ACTUAL SALES!!!
  • 78. 3. Measure EVERYTHING. Infiltrators live and die by the numbers. And not just clicks and impressions—we’re talking conversions, intent to purchase, increased brand awareness, and yes, even ACTUAL SALES!!! Infiltrators are also relentless about cutting what’s not working—and doubling-down on what is.
  • 79. 3. Measure EVERYTHING. Infiltrators live and die by the numbers. And not just clicks and impressions—we’re talking conversions, intent to purchase, increased brand awareness, and yes, even ACTUAL SALES!!! Infiltrators are also relentless about cutting what’s not working—and doubling-down on what is. How refreshing!
  • 81. Don’t just sit there. Infiltrate!
  • 82. Don’t just sit there. Infiltrate! brandinfiltration.com
  • 83. Don’t just sit there. Infiltrate! brandinfiltration.com BOSTON TORONTO e: marta@brandinfiltration.com e: jacquelyn@brandinfiltration.com t: @mzkagan t: @infiltrators