Recession Marketing

RECESSION MARKETING

1. UNDERSTAND BUYERS

2. SET PRIORITIES

3. MEASURE EVERYTHING

4. DO MORE WITH LESS

1. UNDERSTAND BUYERS

Consumer Trends

• Less mobility – 60 year low

• Fewer marriages – 31% of adults never married

• More seniors are working

• Everyone is “trading down”

• Looking for “deals”

Observational Research

• Beware the “transition zone”

• Right turn emphasis

• Signage vs. merchandise

Consumer Trends

• Consumers looking for recommendations,

testimonials & case studies

Exercise

• What buyer behavior is impacting your business?

2. SET

STRATEGIC

PRIORITIES

Core Growth Strategies

• Sell to more people

- new to the category

- steal share from

competitors

• Sell them more stuff

• Sell at a higher price

Unique Selling Proposition

• What does your business provide that is unique?

• What sets you apart from everyone else in the

world?

• Not just a tagline or slogan

A Better Cow

A Different Cow

The Upsell

• Ask!

– Would you like fries with that?

• Be specific

– Not “can I get you anything else?”

• Focus on benefits

– “This drive holds twice as many photos”

• Offer accessories

• Let them “taste” the goods

– Bring the dessert cart around

Good/Better/Best

• Given three options, people tend to chose the

middle one (57%)

• Make sure your “Better” option has good margins for

you

• Consider order of presentation

Exercise

• What is your #1 strategic priority?

3. MEASURE EVERYTHING

How’s that working for you?

“One half of my advertising is working, I just wish I

knew which half it was”

• Use direct response

• Creative measurement

• Design a test

• Look for patterns in the data

Who You Gonna Call?

Creative Measurement

Is it Testable?

• How could you test what impact the marketing will

have?

Exercise

• What do you want to measure?

4. DO MORE WITH LESS

More With Less

• Focus spending on a few things that work

• Get targeted

• Crowdsource

Social Media

• Do you already have fans?

• Are you trying to reach a community?

• Make friends before making offers

• Have patience

Exercise

• How could you do more with less?

Questions ?

Let’s Stay in Touch

Harry A. Thomas

MarketingHat, Inc.

[email protected]

206-778-2541

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