Recession & Marketing – A

positive Outlook

A CURTAIN RAISERA CURTAIN RAISER

Marketing in Recession is…Marketing in Recession is…

Turning something which is seen Turning something which is seen as negative……as negative……

To a positive outlook….To a positive outlook….

More Revenue / Sales/ Greater More Revenue / Sales/ Greater share of Voice & Customer share of Voice & Customer

RelationshipsRelationships

Its all about a matter of prospective…

Let us understand what Recession is?

Recession is the economy shrinking for two consecutive quarters with a decrease in the GDP

GDP = Value of all the reported goods and services produced by the people operating in the country

GDP = MONEY VALUE OF {C + I + G + (X – M)}

C = Consumables, I = Gross Investments, G = Government Spending, X = Exports, M = Imports

Why recession happens?

OVER OVER PRODUCTIONPRODUCTION

Supply > Supply > DemandDemand

LOW CONFIDENCE LEVELLOW CONFIDENCE LEVELHappens thru Word of Mouth Happens thru Word of Mouth

and Assignable causesand Assignable causes

Indicators of Recession

People buying less stuffPeople buying less stuffDecrease in factory productionDecrease in factory productionGrowing UnemploymentGrowing UnemploymentSlump in personal IncomeSlump in personal IncomeAn unhealthy stock marketAn unhealthy stock market

Roadblocks & opportunities in

Recession

What should be done What should be done during recession?during recession?

Research the customerResearch the customerFocus on family valuesFocus on family valuesMaintain Marketing SpendingMaintain Marketing SpendingAdjust product portfoliosAdjust product portfoliosSupport distributorsSupport distributorsAdjust pricing tacticsAdjust pricing tacticsStress market shareStress market shareEmphasize core valuesEmphasize core values

Organize it & gain…Organize it & gain…

Re think on the project…Re think on the project…

Re think Marketing…Re think Marketing…

Outbound MarketingOutbound Marketing TelemarketingTelemarketing Email blastsEmail blasts Print AdsPrint Ads TV / Radio AdsTV / Radio Ads Trade ShowsTrade Shows Direct MailDirect Mail InterruptionInterruption

Inbound MarketingInbound Marketing SEO / SEMSEO / SEM BloggingBlogging Social mediaSocial media RSSRSS Free tools / trialsFree tools / trials Public relationsPublic relations PermissionPermission

What should marketers What should marketers do?do?

Build cross marketing relationships with a Build cross marketing relationships with a variety of partnersvariety of partners

Actively encourage customer referralsActively encourage customer referrals Take advantage of no cost media publicityTake advantage of no cost media publicity Behave, company-wide, according to highly Behave, company-wide, according to highly

ethical & Green principlesethical & Green principles Use those principles to demonstrate points of Use those principles to demonstrate points of

difference that cast the company favourably in difference that cast the company favourably in the eyes of its customers, suppliers, employees, the eyes of its customers, suppliers, employees, competitors, media & general publiccompetitors, media & general public

Track, measure & evaluate all measures of paid Track, measure & evaluate all measures of paid advertisingadvertising

Key points to Key points to remember…remember…

1.1. Lasso your leadsLasso your leads

Ensure that every lead opportunity is Ensure that every lead opportunity is handled and accounted properlyhandled and accounted properly

Many business do not realize that get Many business do not realize that get good leads, everyday that slip thru the good leads, everyday that slip thru the cracks..cracks..

In customer acquisition funnel identify In customer acquisition funnel identify and plug in the loop holes.and plug in the loop holes.

An efficient lead generation process An efficient lead generation process will free up cash and offer flexibilitywill free up cash and offer flexibility

Key points to Key points to remember…remember…

2. Work with adjacent business2. Work with adjacent business

Leverage adjacent marketing & sales Leverage adjacent marketing & sales strategies.strategies.

Since everyone is feeling the heat, develop Since everyone is feeling the heat, develop relationships with other companies to relationships with other companies to pool resources and refer internallypool resources and refer internally

Devise a strategy to offer more to the Devise a strategy to offer more to the customers. Special offers, incentives may customers. Special offers, incentives may work the best…work the best…

Key points to Key points to remember…remember…

3. Motivate & upbeat the team3. Motivate & upbeat the team Do not sing the recession tunes to any of Do not sing the recession tunes to any of

the employees what so everthe employees what so ever Never give them an opportunity to think Never give them an opportunity to think

that they have a reason to failthat they have a reason to fail It starts at the top. Don’t ignore the It starts at the top. Don’t ignore the

reality however speak candidlyreality however speak candidly Believe – Someone somewhere is Believe – Someone somewhere is

buying what you sellbuying what you sell Ask a question are u well positioned to Ask a question are u well positioned to

market yourselfmarket yourself

How to overcome How to overcome Recession…Recession…

It is unhealthy for any nation to be in It is unhealthy for any nation to be in recession, thus government of the recession, thus government of the respective nation takes certain counter respective nation takes certain counter measures to reduce or eliminate its effects..measures to reduce or eliminate its effects..Important Point:

Today, it is a market Economy

Producers;Can produce and sell at their prices

Consumers;Can decide to

buy or not;

Both Producers and Consumers are free to act; Not a forced action

ITS ALL ABOUT ITS ALL ABOUT CHANGING THE CHANGING THE

PROSPECTIVE……PROSPECTIVE……

HOPING FOR THE SPEEDY HOPING FOR THE SPEEDY RECOVERY….RECOVERY….

RISHI ANAND

Note: These is my point of view and may differ from yours. This presentation is based on my research and analysis