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The 7 and two-thirds kernels of recession marketing wisdom

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Jake Yarbrough
Jake Yarbrough

An overview of topics to consider when marketing in the face of recessionary pressures. Broad knowledge that will be valuable to a variety of industries and businesses.

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Marketing during a recession? August 27, 2009 Jake Yarbrough, President, 8th Idea Answers Revealed!
?
?
How should I market during a recession?
Yes. Any questions?
Yes. Advertised?: 256% higher sales 600 companies, 1981-1985 and 2001-2006
Yes. Only advertised in recovery?: 80% no market share gain 600 companies, 1981-1985 and 2001-2006
7 2/3 Kernels of Insight
Know Thyself 1
Know Thy Customer 2
Be Remark-able 3
Don¡¯t Be Terrified by Change ¡° If you¡¯re not comfortable with change, you¡¯re going to like irrelevance even less.¡± General Eric K. Shinseki 4
4
Take Simple Steps Social media Current customers Referrals 5
Think Different Operations Marketing Brand owner? 6
Consider Your Relationships 7
Review Know Thyself Know Thy Customer Be Remark-able Don¡¯t Be Terrified by Change Take Simple Steps Think Different Consider Your Relationships
8th Idea 2/3
The Cob Content: Eric Whittington ( [email_address] .com ) Godin, S. Tribes, 2008, Penguin Group Inc., New York http://www. mpdailyfix .com/2008/11/statistics_on_advertising_duri.html http://www. motionlab .co.uk/blog/10-points-to-marketing-in-a-recession/2009/08/ http://en-us. nielsen .com/main/insights/consumer_insight/issue_15/new_product_innovation http://www. bnet .com/2403-13241_23-309291.html http://www. trendwatching .com Roberts, K. Lovemarks, The Future Beyond Brands, 2004, Powerhouse Books, New York Images: http://www. flickr .com/photos/seatbelt67/ http://www. flickr . com/photos/spaceageboy/ http://www. flickr .com/photos/83318973@N00 http://www.veer.com
8th Idea Jake Yarbrough 817-475-2212 [email_address] www.8thidea.com Facebook: http://www.facebook.com/8thidea Twitter: @jakeybro Instant Business Card?: Text ¡°jakeybro¡± to 50500

More Related Content

The 7 and two-thirds kernels of recession marketing wisdom

  • 1. Marketing during a recession? August 27, 2009 Jake Yarbrough, President, 8th Idea Answers Revealed!
  • 2. ?
  • 3. ?
  • 4. How should I market during a recession?
  • 6. Yes. Advertised?: 256% higher sales 600 companies, 1981-1985 and 2001-2006
  • 7. Yes. Only advertised in recovery?: 80% no market share gain 600 companies, 1981-1985 and 2001-2006
  • 8. 7 2/3 Kernels of Insight
  • 10. Know Thy Customer 2
  • 12. Don¡¯t Be Terrified by Change ¡° If you¡¯re not comfortable with change, you¡¯re going to like irrelevance even less.¡± General Eric K. Shinseki 4
  • 13. 4
  • 14. Take Simple Steps Social media Current customers Referrals 5
  • 15. Think Different Operations Marketing Brand owner? 6
  • 17. Review Know Thyself Know Thy Customer Be Remark-able Don¡¯t Be Terrified by Change Take Simple Steps Think Different Consider Your Relationships
  • 19. The Cob Content: Eric Whittington ( [email_address] .com ) Godin, S. Tribes, 2008, Penguin Group Inc., New York http://www. mpdailyfix .com/2008/11/statistics_on_advertising_duri.html http://www. motionlab .co.uk/blog/10-points-to-marketing-in-a-recession/2009/08/ http://en-us. nielsen .com/main/insights/consumer_insight/issue_15/new_product_innovation http://www. bnet .com/2403-13241_23-309291.html http://www. trendwatching .com Roberts, K. Lovemarks, The Future Beyond Brands, 2004, Powerhouse Books, New York Images: http://www. flickr .com/photos/seatbelt67/ http://www. flickr . com/photos/spaceageboy/ http://www. flickr .com/photos/83318973@N00 http://www.veer.com
  • 20. 8th Idea Jake Yarbrough 817-475-2212 [email_address] www.8thidea.com Facebook: http://www.facebook.com/8thidea Twitter: @jakeybro Instant Business Card?: Text ¡°jakeybro¡± to 50500

Editor's Notes

  • #12: Swiss Netgranny (http://netgranny.ch) is a collective of 15 grannies recruited by Swiss fashion label Tarzan (http://www.tarzan.ch). The grannies knit socks on demand and sell them online. Customers can choose their favorite granny by picture, pick the color of their socks, or opt for a granny ¡®surprise¡¯ design. It will take a granny approximately two weeks to knit a pair of socks, which costs EUR 26, delivery included. My DNA Fragrance ( http://www.mydnafragrance.com) makes individual fragrances for each one of their clients by incorporating their clients¡¯ DNA. The company sends their customers a home swab kit to collect the DNA sample, which they then use to create the perfume. My DNA Fragrance insists that the privacy of their clients¡¯ DNA is never compromised (they¡¯ll only keep customers¡¯ DNA on file for future orders). The one time DNA swab and lab test costs USD 99.99, and a 4oz. bottle costs USD 89.99 for women and 59.99 for men. Heck, even reading about this will spawn some good stories¡­