the glass is half full
Post on 17-Oct-2014
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Think cutting back on marketing is the smart way to survive the recession? Think again. The folks at Espresso www.brandinfiltration.com provide a fresh perspective on marketing in today's economy.TRANSCRIPT
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.
half-full
not full enough
JUST KIDDING.
Two perspectives on marketingduring a recession:
Two perspectives on marketingduring a recession:
Scale back and save every penny.
Two perspectives on marketingduring a recession:
Finally! An opportunity to pull away from the
pack.
Scale back and save every penny.
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 SCHOOLMARKETING YOUR WAY THROUGH A RECESSIONMARCH 3, 2008
4 years post-recession:
Businesses who maintained or increased advertising spend during a recessionSOLD 256% MORE than those who decreased.
4 years post-recession:
Businesses who maintained or increased advertising spend during a recessionSOLD 256% MORE than those who decreased.
PROFESSOR ANDREW J. RAZEGHIKELLOGG SCHOOL OF MANAGEMENT, NORTHWESTERN UNIVERSITYINNOVATING THROUGH A RECESSIONNOVEMBER 2008
4 years post-recession:
10 years post-recession:
RAZEGHI, NOVEMBER 2008
Aggressive recession advertisers INCREASED MARKET SHARE 2.5X
the average for all businesses during the post-recession.
10 years 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 RIESADVERTISING 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 CAPITALand #39 on FORBES’ 2009 MIDAS LIST OCTOBER 9, 2008
Wal-Mart founder Sam Walton, on the 1991 recession:
HIGH BEAM RESEARCH, JUNE 2003IMAGE 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 2003IMAGE CREDIT: Eli Reichman/Time & Life Pictures/Getty Images
Two years later, Wal-Mart’s share price was up 200%
HIGH BEAM RESEARCH, JUNE 2003IMAGE 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 marketingduring a recession:
Two perspectives on marketingduring a recession:
Pull back & let the competition eat
your lunch.
Two perspectives on marketingduring a recession:
Stand firm. Be aggressive.
EAT YOUR COMPETITORS’
LUNCH.
Pull back & let the competition eat
your 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:
A soft media market means
your ad dollars will go farther.
We’re toast! Go home and save
every penny.
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
Snuggie, the discount version of The Slanket, sold >4 MILLION units in 3 months by snapping up inexpensive remnant TV spots.
ADVERTISING AGEJANUARY 26, 2009IMAGE 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 GARDINERCHIEF MEDIA OFFICERINTERPUBLIC GROUP OF COMPANIESAs 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:
Bring it on!
OH SH*T!
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.
91.5% of Americans are
currently employed.
Unemployment in the US has reached a
whopping 8.5%.
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’trecommend this either.
We recommendsmarter, faster, more effective approaches.
We recommendsmarter, 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-consumingresearch when you’ve got the world wide web? Seriously.
Today’s technology affords opportunities to gain valuableinsight 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.
STALK FOR FREE:http://addictomatic.comhttp://summize.comhttp://technorati.comhttp://socialmention.comhttp://googlealerts.com
STALK FOR A FEE:http://www.radian6.com/http://www.crimsonhexagon.com
Who needs costly focus groups and time-consumingresearch when you’ve got the world wide web? Seriously.
Today’s technology affords opportunities to gain valuableinsight on your customers—and your competitors—in record time and at virtually no cost.
What are you waiting for? START STALKING!
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 thatprovides real value to your customers. Contentthat makes search engines love you and prospectsfind you.
2. Engage your audience.
Stop creating ads and start creating content. Content that provides knowledge, utility, convenience, or entertainment. Content thatprovides real value to your customers. Contentthat makes search engines love you and prospectsfind you.
Because the days of selling stuff by virtue of “sayingstuff” are over. It’s time to pay the piper and actuallydeliver on the promises you’ve been making all theseyears.
2. Engage your audience.
Stop creating ads and start creating content. Content that provides knowledge, utility, convenience, or entertainment. Content thatprovides real value to your customers. Contentthat makes search engines love you and prospectsfind you.
Because the days of selling stuff by virtue of “sayingstuff” are over. It’s time to pay the piper and actuallydeliver on the promises you’ve been making all theseyears.
Just sayin’.
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 justclicks 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 justclicks 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 justclicks 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!BOSTONe: [email protected]: @mzkagan
TORONTOe: [email protected]: @infiltrators
brandinfiltration.com