recession marketing

Rule #3 of Marketing: Consistency

In the buyer’s mind, consistency = quality. The rule of consistency can be applied to many functional areas in a business. When it comes to marketing a consistent message, consistently delivered to the right people will pay dividends. Think of it this way. Drip marketing works because it delivers multiple “touches” over time. Consistent, high quality touches repeated over time. The medium might change (email, printed, on-line, publicity, advertising, etc.) but the net effect is the perception of omnipresence.  

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Media Fragmentation: Nightmare or Beautiful Dream?

Back in the good old days of advertising, marketing was simple. You’d whip up a T.V. and/or radio ad, broadcast it out to a huge audience and the dollars would roll in. It worked because there were few media choices and huge numbers of people tuning in to three channels of content. Fast forward to today and everything has changed – except the way most companies think about reaching people most likely to buy their products and services.

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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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