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"The worst thing you can do during a recession is disappear from a marketing/communications perspective." The challenge is... how to market more aggressively with fewer dollars, less man-power, and a more-frugal-minded-than-ever consumer? Espresso suggests a little "brand infiltration"—a.k.a smarter marketing in a dumb economy—or ANY economy.
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SMART MARKETINGin a DUMB ECONOMY
a WOMMA webinarpresented May 27, 2009
Marta KaganManaging Director, USEspresso | Brand InfiltrationTM
It’s all a matter of perspective.
half-full
not full enough
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:
Aggressive recession advertisers INCREASED MARKET SHARE 2.5X
the average for all businesses during the post-recession.
10 years post-recession:
RAZEGHI, NOVEMBER 2008
IMAGE CREDIT: Eli Reichman/Time & Life Pictures/Getty Images
I’ve thought about it, and decided not to participate.”
Wal-Mart founder Sam Walton, on the 1991 recession:
”“
Try a littleBrand InfiltrationTM.
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.”
Brand Infiltration™:Smart marketing in a dumb economy.
ALWAYS BE CLOSING LISTENING
#1 http://www.flickr.com/photos/walkadog/3353936487/
THINK “EXPERIENCES,” NOT ADS.
#2
http://www.flickr.com/photos/anirudhkoul/2889606053/
http://www.youtube.com/user/blendtec
Infiltration Rule of Thumb:
IF IT’S NOT WORTH TALKING ABOUT, IT’S NOT WORTH DOING.
#3
#4
http://www.flickr.com/photos/anirudhkoul/2841482484/
MAKE IT SHAREABLE.
MEASURE EVERYTHING.
#5
http://www.flickr.com/photos/ppdigital/2327029777/
Don’t just sit there.
Infiltrate!BOSTONe: [email protected]: @mzkagan
TORONTOe: [email protected]: @infiltrators
brandinfiltration.com
