Ways to successfully market your business, even in challenging economic times.

1. RECESSION MARKETING

2. 1. UNDERSTAND BUYERS
2. SET PRIORITIES
3. MEASURE EVERYTHING
4. DO MORE WITH LESS

3. 1. UNDERSTAND BUYERS

4. 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”

5. Observational Research
• Beware the “transition zone”
• Right turn emphasis
• Signage vs. merchandise

6. Consumer Trends
• Consumers looking for recommendations,
testimonials & case studies

7. Exercise
• What buyer behavior is impacting your business?

8. 2. SET
STRATEGIC
PRIORITIES

9. Core Growth Strategies
• Sell to more people
- new to the category
- steal share from
competitors
• Sell them more stuff
• Sell at a higher price

10. 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

11. A Better Cow

12. A Different Cow

13. 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

14. 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

15. Exercise
• What is your #1 strategic priority?

16. 3. MEASURE EVERYTHING

17. 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

18. Who You Gonna Call?

19. Creative Measurement

20. Is it Testable?
• How could you test what impact the marketing will
have?

21. Exercise
• What do you want to measure?

22. 4. DO MORE WITH LESS

23. More With Less
• Focus spending on a few things that work
• Get targeted
• Crowdsource

24. Social Media
• Do you already have fans?
• Are you trying to reach a community?
• Make friends before making offers
• Have patience

25. Exercise
• How could you do more with less?

26. Questions ?

27. Let’s Stay in Touch
Harry A. Thomas
MarketingHat, Inc.
coach@marketinghat.biz
206-778-2541
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