Marketing During a Recession: 18 Strategies for Organizations, Business Owners and Entrepreneurs
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18 Recession Marketing Strategies-- Time for accountable advertising: Re-examine your current marketing initiatives and assumptions
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Marketing During a Recession: 18 Strategies for Organizations, Business Owners and Entrepreneurs
- 1. Marketing During a Recession: 18 Strategies for Organizations, Business Owners and Entrepreneurs May 18, 2010
- 2. Recession Marketing Retooling Anticipating Economic Reality Recession A significant decline in activity spread across the economy, lasting longer than two quarters of negative economic growth as measured by a country's gross domestic product (GDP). Deflation A fall in the general price level or a contraction of credit and available money. Inflation Inflation is a rise in the general level of prices of goods and services over time caused by high rates of growth of the money supply. Inflation can be thought of as a decrease in the value of the unit of currency. It is measured as the percentage rate of change of a price index. Stagflation A condition of slow economic growth and relatively high unemployment— accompanied by a rise in prices, or inflation.
- 16. • Recognize, and if appropriate, address these evils • Don’t ignore them • News is your friend Every marketing effort
- 19. Benefit approach
- 20. Product: Litigation software Feature: Sort and tag. Benefit: You’ll save $2 million a year and reduce staff time for e-discovery by 75%. Ultimate Benefit: Your litigation team will be more efficient and it will free up the financial and staffing resources you need to run a profitable firm. Sell benefits not features
- 22. Short Copy Clicks Cost CPC Revenue ROI* Conversion 1,700 $258.62 $0.15 $295.75 -66% 0.18% Long Copy Clicks Cost CPC Revenue ROI* Conversion 1,440 $218.83 $0.15 $1,092.15 50% 0.69% *The profit margin used to calculate ROI was 30% Copy length
- 23. At the end of your copy presentation Ask yourself. . .
- 26. Deals!
- 28. Premium
- 29. Premiums
- 30. Guarantee
- 32. Discount
- 35. Call to action (CTA) Test #1 —Click here for your FREE report Test #2 —Download your FREE report now
- 36. Customer Strategy # 7 Concentrate on your database Customer
- 39. Create a professional direct response conversion series
- 42. Strategy #8 Mobile marketing breakthrough
- 43. Strategy #9 Corporate websites are obsolete Antimarketing madness: Revise website strategy Direct marketing microsites and landing pages
- 49. The greatest loss of orders comes on the _____________?
- 50. Avoid shopping cart insanity Strategy #10 Online lost sales and leads Streamline your shopping cart
- 55. #2
- 56. #3
- 57. #4
- 58. #5
- 59. #6
- 60. #7
- 61. #8
- 62. #9
- 63. #10
- 64. Seamless, smart shopping cart
- 66. Strategy #11 Expand globally
- 69. #1 email marketing mistake
- 71. Email subject lines Crisis unfolds: Carter-era inflation on the way Bailout nightmare: Your wealth is in jeopardy Free market nightmare: Socialism-style bailout How to protect yourself and profit in 2010
- 72. Email subject lines 9.630% Crisis unfolds: Carter-era inflation on the way 26.437% Bailout nightmare: Your wealth is in jeopardy 20.854% Free market nightmare: Socialism-style bailout 6.757% How to protect yourself and profit in 2010
- 73. Recent Tests Video vs. no video 113% Non-superscript vs. superscript 92% 68% Picture vs. no picture 33% Chart vs. no chart
- 74. Strategy #13 The digital video explosion
- 79. Fawn’s viral video
- 80. Fawn’s landing page
- 82. Strategy #14 Direct response TV
- 83. Swiss Confidential TV Commercial
- 84. Strategy #15 Direct response radio
- 86. Strategy #16 Untapped potential of paid search
- 89. Test headline 46 ways to raise prices Headline #1 The easiest price increases you’ll ever make or your money back Headline #2 The secrets of making customers happy to pay more
- 90. 3. Test separate landing pages
- 91. Which worked best? 4. Test URLs (A) Mold Help for Morons Find out if you have a toxic mold problem without spending a fortune! www.StopBlackMoldNow.com (B) Mold Help for Morons Find out if you have a toxic mold problem without spending a fortune! www.GetMoldSolutions.com
- 94. Strategy #18 Back to the future: Direct mail
- 106. Postage
- 108. Letter
- 109. Letter
- 110. Lift note
- 111. Added - value insert
- 112. Response device
- 114. Putting It All Together
- 122. WARNING! Be sure to integrate your direct mail (other marketing efforts) with your website Direct response microsite Anti-marketing corporate site
- 123. Integrated campaign
- 126. Questions If you have any questions about these strategies, please call Craig at 310-212-5727 Fill out the handout and give it to Craig
- 127. Thank you Email: [email_address] www.cdmginc.com
Notes de l'éditeur
- Sell benefits not features Turn features into benefits. I’m only interested in myself. Money Comfort Enjoyment Health Success Appreciation Right choice One step ahead Influence Admiration Popularity Security
- Your reader does not care about the features. What he or she cares about are the benefits, in other words, how your product will make life easier for them—how it will make them richer, more beautiful, or feel younger. Bottom line, what they care about is what the features will ultimately do for them.
- Envelope 1.2 seconds Name Teaser Sender