A friend asked a good question that is very pertinent in today’s economy: “How do you position your marketing in a recession?” I have some opinions, based upon real world experiences that might be helpful.

Make sure you focus on customer service and retention FIRST. To create raving fans you need to prove that you care about your customers. If you do that, when you go to them and ask for additional business, referrals and testimonials, they will be more than happy to help. I would say that far too many companies, even in this economy, assume that their customers will stick with them. Don’t assume. Actions speak volumes over words.

Do something unexpected for your best customers. Send them a card, coupon or email. Better yet, pick up the handset in the box with the buttons and call to simply say “thanks.” You’ll likely be surprised by the reaction. They will be stunned. Sell Value and Change Positioning

People are looking for deals. How you position them will have a major impact on results. You need to sell VALUE to succeed in these tough times, so do it. *With increased economic pressure comes anxiety. Understand this. Doing so means relying less on emotional creative approaches and more on logical, rational creative executions. Use more numbers, facts, data and the like to appeal to the left brain with your marketing. Watch what happens to results.

Finally, test, test and test some more. It will get you to relevancy faster than anything else. If you read this blog on a semi-regular basis you are likely sick of hearing this. But now is when you can truly gain market share, goodwill and sales. It’s no mistake that two of the companies who are doing well now test a ton: Amazon and Netflix. This should be a lesson to all who think that testing is too expensive, don’t have the time or think that their marketing is doing fine without it. My experience helping companies market through several recessions prove that these tips work. Give me a call at 1-800-710-2750 and let’s talk and see if I can help.

Grant A. Johnson

Johnson Direct LLC

1-800-710-2750

Chief Marketer and E-Centric ran this piece on the increasing use of Internet Video in marketing today. I hope you have success with this emerging media.

Grant A. Johnson
Johnson Direct LLC
1-800-710-2750

In the late spring/early summer of 2008 a B2B client hired my firm, Johnson Direct LLC, to undertake a comprehensive marketing audit that included primary and secondary research, customer analytics, a short and long-term marketing plan and recommended tactics to achieve strategic goals that we helped establish. The beginning of my Direct Branding process. Pretty straight-forward marketing stuff, albeit comprehensive and a bit complicated, time consuming and a decent investment.

My team went to work, got good and dirty, visited trade shows, talked to editors and reporters, interviewed experts, reviewed market segments and opportunities, did a competitive marketing audit, complete with positioning in each segment, met and talked with the sales reps, and combed the internet for materials.

This process took a good six to seven months to complete.

As the process unfolded, the economy got worse, then terrible and then horrific. I was sure the client was going to abandon the recommended tactics of the plan, which began with advertising once the new identity, re-positioning and re-branding were completed.

I was wrong.

The company president had the foresight to move forward and put his faith in my team’s comprehensive research and plan. I am sure glad he did. And, so is he? How can I be so sure?

After the first ad ran, they secured a very large sale (large enough to pay for the ENTIRE audit and advertising/marketing budget for the year). Because they tele-qualify leads, they talked to a prospect who had written the company off and was all set to purchase from a competitor. Then, he saw the new ad, did some more research, called in the sale rep and the sale commenced.

This is a true story. It’s NOT about me, my firm or our process. It’s about doing your homework and knowing that marketing, when done correctly and measured STILL works, even in this lousy economy.

Don’t dismiss this as dumb luck. Now is the perfect time to market. Afterall, your competitors are likely withdrawing. Another client just achieved a 14.3% response rate and another grew nearly 60% last year and anticipates larger growth in 2009.

Does this success come easy? Heck no. It’s a lot of work. The payoff, however, going to market with the knowledge that you understand your customers/prospects, your position in the marketplace, as well as your competitors and what differentiates you allows you to enter with a higher degree of confidence. Then there’s testing to minimize your exposure, but this post is long already.

Go for it! Market intelligently and market away. You’ll gain market share and you’ll be growing while your competition is huddled under their blankets, afraid that success will remain elusive. I know you’ll prove them wrong.

Grant A. Johnson
Johnson Direct LLC
1-800-710-2750

Promo magazine asked me to write this piece on marketing testing. I hope you find the content relevant.

Can a tagline really generate more business for you? The city of Las Vegas thinks so.They think by changing their tagline they will drive the tourists back. How silly. With the economy the worst it’s been in nearly 30 years, and with “recession proof” industries like gambling suffering this time around, Vegas is hurting for business. They are switching from “What Happens Here, Stays Here” to “Vegas Bound”.

I do have some advise for Vegas.

Why not ditch the “Vegas Bound” tag and really drive home the value people can get. “Vegas: The best vacation bargain around!” Sexy, heck no. Effective? With the right subhead and testimonials and pricing packages featured it sure would be. Drive them to some websites you test. And, let’s consider media channels. Why not test and perfect the messaging through email and web and then roll out after you figure out quickly what’s working and what’s not? That’s what testing can do for you: show you what works and make you more successful. It’s marketing dollars wisely spent because in not only saves you money long-term, but makes more money for you as well.

In a recession you need to market to your past customers first, but in this insane world most people seem to forget that and ignore the folks who made them successful in the first place. How about a viral campaign or a “Exclusive friends and family promotion?” Use the responders to then create viral buzz about the promotion and the real value and get prospects very excited? Give them the same offer that worked to drive people to the desert.

What’s the tagline you’d use? Or, is “Vegas Bound” your favorite? What approach would you take?

Grant A. Johnson
Johnson Direct LLC
1-800-710-2750

Marketing testing is a subject that I care about. Most people still do not test enough, or they test the wrong things. Target Marketing magazine asked me to write a piece on the self-mailer format for direct mail and here it is. I hope the piece stirs some action and gets you to test and beat your current control creative.

Grant A. Johnson
Johnson Direct LLC
1-800-710-2750