Recession Marketing

Recession = Planned Spending

Sometimes, during times of panic, our logic is rather illogical. Why do people run upstairs when being chased by a masked murderer (scary movies)? Why do people take $20 million in bonuses before declaring bankruptcy (Lehman Brothers)? Why do people flock toward strange, loud noises and riots in public? These things, when you think about it, are kind of unwise, if not painstakingly stupid. Yet, the idea of cutting spending in marketing during a recession is just as illogical as all these examples.

For some unknown reason, when people hear recession they think people and companies stop buying altogether, and they make horrible decisions off this misconception. Listen here and listen good: No one stops buying in a recession(!); people prioritize their purchases and make plans to purchase. This means that your marketing needs to convey the reasons why those most likely to buy should. And give them incentives to buy in that same message. (Did you feel that? The earth just shook from this GROUNDBREAKING revelation! Ok, not so much, but it would have been rather biblical and prophetic if so.)

During a recession, it’s important to think of ways to (cost-)effectively put your message in front of your key audience. By ways, we mean channels. Not to worry, we’ve already got some ways just in case you were still coming up with goose eggs. Surprisingly, most of these channels are digital; however, all are interactive in nature. To make it easier for you to absorb, we’ll go ahead and list them out for you, as well as star the ones where we can help. (Yes, shameless self-promotion rears its gorgeous head; did you think we wouldn’t??)

1. Your Website *

Your website can be a baaaaad mamma-jamma if you want it to be. If you prune it to be. If you intend it to be. Notice we say ‘if’ and ‘you.’ By if, we mean that it won’t happen by circumstance or divine intervention. You have to make it so. That means that you have to think about the strategy behind your website. You have to be proactive and diligent in making sure that you present both strong content and strong design. Equally. When one lacks, everything lacks. It’s like having a really good hair day and wearing a hideous outfit. And vice versa. Your website must speak to, motivate, and convert your visitors. If not, it will surely fail. How can you persuade with a dated website or stale copy? That’s right what you’re thinking; it’s a shame. Does your site follow the latest in web standards and usability? Is your content pertinent, easy to read, and comprehensible? When was the last time you updated it? (Study long, study wrong!)

2. Social Media

Dun, dun, duuunnnnn. Yes, we’re using the ’s-word.’ To those who think that social media is for the youngin’s, the web geeks, and angry bloggers, you are truly missing out on one of the cheapest and most interactive forms of media to date. Every tool available in the social media jungle may not be for your company or situation, but we promise that there is something for you. Try us. We use Twitter. And we have this blog. We also cheer our employees who Twitter and blog. While our clients may not be on Twitter, our future employees may. Vendors are. Partners are. Referrers are. Heck, the whole world is! There’s something for everyone out there. You have to research and test it out for your situation. And, remember, employees are a community that deserve attention, too!

3. Online Video*

Truth: We're not Halle, but we can still win with online video.

With the advancement of the web’s infrastructure and technology, online video is more readily accepted and viewable than ever. However, the growth with this medium in the corporate arena is dismal. Online video is cheap compared with advertising on TV, radio, and in movies. Plus, the barriers to entry - creating your own content - are extremely low. With a Flip video camera, you can create relevant footage that peaks the interest of your core buying audience (CBA). People want these elaborate sets with Hollywood lighting and special effects when your CBA will be impressed with the ingenuity and information contained in it. You are not submitting the video for an Academy Award, but you can still have fun. Part of the ploy is to entertain them. Dazzle them with your wit. And if you need a delivery tool once you have the video, check out MotionNotes! We have a few new enhancements for our corporate audience that have not been added to the website as of yet, but we can demo those for you if you are so inclined.

4. Interactive Experiences (Face-to-Face)

What seems to be a no-brainer actually is left off many lists. Get in front of people! People go to (and in many cases are sent by their companies to) conferences covering the issues and topics that matter most to their businesses. You offer products and services that solve the issues and topics that matter most to their businesses. Why are you not there? Demo-ing. Sponsoring. Meeting people. Engaging them in conversation. By exhibiting at and attending trade shows and other conferences, you present yourself, your company, and your products to a targeted group, which should also be your CBA. (Imagine that!) That level of interaction and information exchange is priceless. Not to mention, if you have been in your industry for some time, you may be deemed an expert and knowledgeable enough to speak at these conferences. Another great way to interact and get your name out there.

5. Widgets and Apps*

Technology is not for the cool cats any more. Truth be told, you should want to be a cool cat any how. Cool cats get the business. They close the deals. They get the attention and recognition. They get the freebies and harassing phone calls from the very people from which you want to receive phone calls and freebies. Look and see where your company can advance it’s technological infrastructure. Whether it’s client-facing or internal. Either will increase productivity and the bottom line. It’s also a great marketing tool if executed correctly. Custom applications and widgets should distinguish you from your competition, not help you to blend in. For instance, we built an iPhone site for a spa booking engine. No other spa management tool has gone that far with their technology. Likewise, look at the opportunities and holes that are open in your industry. Be the first, not the last, to make a leap into innovative technologies.