marketing strategy

Marketing in a recession. What’s the difference?

Everywhere I turn I see companies attempting to leverage the much hyped “downturn” in the economy. All of a sudden, they are touting special “Recession” services and techniques to overcome impending doom. Marketing and advertising agencies are especially guilty offenders. So, in my inimitable tradition of cutting through the smoke and smashing the mirrors, allow me to deliver some straight talk (McCain and Obama aside). When it comes to marketing, there is no difference between a recession marketing strategy versus a boom time marketing strategy. There are simply two ends of the marketing strategy continuum. On one end, there exists the Well Planned and Executed Strategy. On the other, the Wild Ass Seat of the Pants Unstrategy. That’s it. All companies are on this continuum somewhere. If you find yourself on the right side of the continuum, you will experience more pain when the economy gets tight. It’s as simple[…]

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