Smart Marketing in a Dumb Economy

•

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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.

Business Technology

It’s all a matter of perspective.

not full
enough

half-full

4 years post-recession:

Businesses who maintained or
increased advertising spend
during a recession
SOLD 256% MORE
than those who decreased.

PROFESSOR ANDREW J. RAZEGHI
KELLOGG SCHOOL OF MANAGEMENT, NORTHWESTERN UNIVERSITY
INNOVATING THROUGH A RECESSION
NOVEMBER 2008

10 years post-recession:

Aggressive recession advertisers
INCREASED MARKET SHARE 2.5X
the average for all businesses
during the post-recession.

RAZEGHI, NOVEMBER 2008

Wal-Mart founder
Sam Walton,
on the 1991
recession:

“
I’ve thought
about it,
and decided
not to
participate.”

IMAGE CREDIT: Eli Reichman/Time & Life Pictures/
Getty Images

#1
http://www.ﬂickr.com/photos/walkadog/3353936487/

ALWAYS BE CLOSING LISTENING

#2
THINK “EXPERIENCES,” NOT ADS.

http://www.ﬂickr.com/photos/anirudhkoul/2889606053/

#3 Infiltration Rule of Thumb:
IF IT’S NOT WORTH TALKING ABOUT,
IT’S NOT WORTH DOING.

#4
MAKE IT
SHAREABLE.

http://www.ﬂickr.com/photos/anirudhkoul/2841482484/

#5 MEASURE EVERYTHING.

http://www.ﬂickr.com/photos/ppdigital/2327029777/

Don’t just sit there.
Inﬁltrate!
brandinﬁltration.com
BOSTON TORONTO
e: marta@brandinﬁltration.com e: jacquelyn@brandinﬁltration.com
t: @mzkagan t: @inﬁltrators

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1. SMART MARKETING in a DUMB ECONOMY a WOMMA webinar presented May 27, 2009 Marta Kagan Managing Director, US Espresso | Brand InﬁltrationTM

5. It’s all a matter of perspective. not full enough half-full

6. 4 years post-recession: Businesses who maintained or increased advertising spend during a recession SOLD 256% MORE than those who decreased. PROFESSOR ANDREW J. RAZEGHI KELLOGG SCHOOL OF MANAGEMENT, NORTHWESTERN UNIVERSITY INNOVATING THROUGH A RECESSION NOVEMBER 2008

7. 10 years post-recession: Aggressive recession advertisers INCREASED MARKET SHARE 2.5X the average for all businesses during the post-recession. RAZEGHI, NOVEMBER 2008

8. Wal-Mart founder Sam Walton, on the 1991 recession: “ I’ve thought about it, and decided not to participate.” IMAGE CREDIT: Eli Reichman/Time & Life Pictures/ Getty Images

9. Try a little Brand Inﬁltration . TM

10. 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.

11. Brand Inﬁltration™: “Sharp shooting”— not “spray & pray.”

12. Brand Inﬁltration™: Smart marketing in a dumb economy.

13. #1 http://www.ﬂickr.com/photos/walkadog/3353936487/ ALWAYS BE CLOSING LISTENING

14. http://addictomatic.com

15. http://socialmention.com

16. http://radian6.com

17. #2 THINK “EXPERIENCES,” NOT ADS. http://www.ﬂickr.com/photos/anirudhkoul/2889606053/

18. http://lynxeffect.com

19. http://www.youtube.com/user/blendtec

20. #3 Infiltration Rule of Thumb: IF IT’S NOT WORTH TALKING ABOUT, IT’S NOT WORTH DOING.

21. #4 MAKE IT SHAREABLE. http://www.ﬂickr.com/photos/anirudhkoul/2841482484/

22. #5 MEASURE EVERYTHING. http://www.ﬂickr.com/photos/ppdigital/2327029777/

23. Don’t just sit there. Infiltrate! brandinfiltration.com BOSTON TORONTO e: marta@brandinfiltration.com e: jacquelyn@brandinfiltration.com t: @mzkagan t: @infiltrators

Smart Marketing in a Dumb Economy

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