Marketing in a Downturn: Recession Facts

The Value of Marketing During a DownturnJanuary 27th, 2009Agenda7:45-8:30amRegistration And Networking8:30 - 9:15amFacts On The Value Of Marketing During A Downturn9:15 - 9:45amThe New Playbook For Marketing In A Recession9:45-10:00amBreak10:00-11:00pm How To Think About Pricing And Budgeting In A Downturn11:00-12:00pmDigital And Emerging Marketing Strategies In A Downturn12:00- 12:45pmNetworking LunchAgenda12:00- 12:45pmNetworking Lunch12:45-2:45pmRecessionary Survival Tactics: What‟s Working And What‟s Next2:45-3:00pm Break3:00-3:45pmOffbeat Marketing: Frugal And Creative Ways To Gain Market Share In A Recession3:45-4:30pmPutting It All Together: The Recessionary Marketing Roadmap4:30-4:45pmReflections On Marketing In A Downturn: Discussion And Q&A4:45pmEvent EndAfter-Event Slides & Resources The slides and resource links are available electronically after the event:events.marketingsavant.com/stimuluspassword: stimulusYour challengesMarketing on a significantly reduced marketing budget.Building brand identity during a decreasing economic market. Expanding and maintaining brand quality control while moving toward more digital and social networking opportunities.Competition.Maintaining Trade Show costsI think our most significant marketing challenge is to convince our patients that their treatment plan is necessary despite their perceived "high cost" of it.get more people to know about us so we can increase top line revenue from 2008Owning our thought leadership position and gaining access to target market account leaders.Creating similar veined materials for greatly varied audiencesNew ways to reach the younger generation that savvy and relatively inexpensiveRaise familiarity of the Club to drive support. The audiences are diverse (alumni to top level donors). Limited resources.What can I do different, but within budgetWhere can I get the most bang for the buck.#1 Maintain volume with current customers. #2 Find and win new customers.Enrollment - marketing to the 18 year old audience and their parentsIncreasing customer base during a sluggish economy.Not loosing market share from 08'Recession Slogans1932: “More than one advertising executive has publicly acknowledged his debt to the Depression, admitting that it was not until the pressure of necessity exerted itself that he really found out how to get 100 cents' worth of value from the expenditure of every advertising dollar,” - Advertising Age Editorial on Oct. 29, 1932. The Great Depression of the 1930s eliminated over 50% of the retailing businesses in the U.S.An example: In 1930, Scott Paper promoted the high quality of its toilet paper, saying it was better than competing brands, which its research had found were "chemically impure." By the first 10 months of 1930, Scott's overall sales were up 14% vs. the same time period in 1929, says Bradley Johnson, Advertising Age director of data analytics.Even in the depths of the Depression, Scott persuaded consumers to spend more on the "ultimate disposable product," Johnson says. In 1933, Scott took another bold approach with ads that touted paper towels as a kitchen necessity. While consumers were watching their cash, Scott was able to sell "convenience," Johnson says.The Depression "was a horrific time, yet consumers still consumed, advertisers still advertised and commerce went on," Johnson says. "That's a pretty positive message for looking at 2009. Things will be rough, but there will be opportunities."