LOOKING INWARD IN TROUBLED TIMES  (As seen in JD’s March eNews issue)

The 2009 Marketing Outlook published by the The Chief Marketing Officer (CMO) Council says today’s gloomy and turbulent economic outlook has many marketers looking inward to hone in on key operations while reducing spend. (Are you one of these marketers?)

But almost as many CMOs feeling the pressure to produce results in the wake of the market downturn aren’t feeling anything and report they’re unaffected by current economic conditions and their plans are unchanged. (Is this you?)

It reports that surprisingly, few marketers see these troubled times as an opportunity to invest more in marketing to drive greater demand and maybe steal market share from their retrenching competitors.

ONE QUESTION SURVEY: How are current economic conditions influencing your marketing plans and budgets? It’s anonymous and just one question … select one answer and click to submit! Tell us now.

The Chief Marketing Officer (CMO) Council is dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide-range of global industries. Download the full 2009 Marketing Outlook report.

The Consolidation of Brands on the Internet

Remember when mergers and acquisitions were the “in” thing? Ten years ago, experts said that while  brand consolidation attempts have a high failure rate, those that are a success would benefit big-time. If you spend 15 minutes or more on the web each day, you’ll note that brand consolidation online – even “brand warehousing” – is now in vogue.

You can read more about this phenomenon in “The Consolidation of Brands on the Internet” by Grant Johnson, published in a recent E-centric enewsletter and found within the DIRECT Magazine section of the ChiefMarketer network of online publishers. Promo, Multichannel Merchant, DIRECT, ChiefMarketer and E-centric are all now housed under the single online roof known as the ChiefMarketer network. I’ve noticed over time that where there were once several distinct brands, now each is displayed less predominently as the ChiefMarketer brand takes more ownership. A perfect example of brand consolidation on the Internet.

Read more.

Denise B. Hearden, eMarketing Director
Johnson Direct

Rebranding a company to help it gain market share.

During a recent presentation when I was sharing a story about a manufacturing company that we helped to rebrand, there was an insightful question. Why didn’t we just start over? Why did we retain some of the existing look and feel from the company’s old corporate and product logos?

While it can be tempting to start with a clean palette, it’s important to consider whether there is equity in the existing logo or logos and to gain an understanding of the marketplace.  In this case, the company had a corporate logo as well as logos for its three key products, with each serving a different market and need. There was very strong equity in one of the product brands. It is to its industry like Kleenex is to the facial tissue industry. Because the company had such a strong, positive reputation in the market, we wanted to capitalize on it. Therefore, when we redesigned the company’s identity we mixed the old with the new to create a similar, but fresh, more streamlined look for the company’s entire family of logos. The new look ties together the company and its three product lines, so that raving fans of its key product will recognize its other product brands. It is also helping to better position the company against a much larger competitor. Take a peak at the before and after.

Lisa L. Robbins, Vice President, Client Services, Johnson Direct
lisa.robbins@johnsondirect.com

Direct Marketing: The Proof Is In the Results!

If you spend money on advertising and marketing, it might be wise to consider a bright spot in this bleak economic environment: Direct Marketing. Yes, direct marketing — the ad spend on direct response rose 9.2% in 2008. Here’s the article. Why?

Because direct marketing is accountable. It’s an investment in your future, not an expense. You can test it, measure and analyze it, reset and go back at it. And, with the web and email, you can do so rather quickly. That data can help improve your media spend in other channels like mail, ads/inserts and TV, SEO/SEM and more. You can determine what’s working and what’s not, and adjust your variables accordingly.

It’s working for Amazon, Netflix and a host of smart b2b companies I know — some JD does work with. It can work for you, too.

It’s about marketing smart in these tough times. It’s what direct marketing thrives on — data, analysis and real world results. Spend wisely now, watch your market share grow.

Grant A. Johnson

If Facebook, Twitter gain on Google for referrals, will marketing dollars follow?

A recommended read: http://blogs.zdnet.com/BTL/?p=14301. I think the Cisco example in this piece touches on an important fact: it will take a combined, integrated effort on the part of a business’ PR, web, marketing and advertising departments/teams to truly uncover, test and execute social media strategies/programs that will enhance its brand online and drive traffic to its websites/blogs/profiles/groups, etc.

Denise B. Hearden, eMarketing Director, Johnson Direct

Brand Marketing in a Recession – Website Magazine – Website Magazine

Brand Marketing in a Recession – Website Magazine – Website Magazine

Everything in this commentary makes total sense, and I especially agree with the last paragraph re: shifting strategies. We’re preaching the same messages and making recommendations for our clients that will help them spend less without imparing their brand equity today or in the future. But some clients are still refusing to spend anything right now … totally risking customer loyalty, marketshare, sales, etc. What else can agencies do to help protect and secure their clients’ futures?

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JD.com gets a make-over

If you haven’t already noticed, www.JohnsonDirect.com and our Marketing That’s Measurable blog have both undergone a make-over. The renovated site and blog both continue to showcase Johnson Direct’s focus on measurable marketing. So … what’s new? Why the change?

To celebrate our 10th anniversary this month, Johnson Direct has introduced a new logo identity. The new site reflects the new identity and provides our visitors the info they most desire (according to web analytics and survey results): 1) About JD, 2) Work (creative samples), 3) Case Studies (detailed success stories), 4) Services and 5) Contact.

We’ve moved all content that requires constant updating – like JD in the News and our monthly eNews archive – to new pages on this blog site.

I personally hope you contact me to let me know what YOU think about the new site and blog in terms of design AND content.

Denise B. Hearden
denise.hearden@johnsondirect.com
eMarketing Director
Johnson Direct

Marketing Through This Recession

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

10 Years and Counting…

3/2/09

Happy Monday to you!

Yesterday, March 1st, 2009, Johnson Direct turned 10-years-old. We could not have achieved this milestone without great clients like you. So, thank you!

Back on March 1st, 1999 my dream was to build a multi/cross-channel marketing communications agency that focused on results. Real, honest-to-goodness marketing that is measurable, testable and helps boost your bottom-line.

Thank you for allowing us to help you reach your goals and for turning my dream into a reality. If you were to ask me 10 years ago if I would have the privilege of working with clients like you, General Mills, Gardner Bender, Microsoft, ABB, Johnson Controls, Reader’s Digest, Harley-Davidson, GE Healthcare and GE Financial, AAA Life, Humana, several Blue Cross plans, Omaha Steaks, LSS, Super Products and many, many others, I would have likely answered that I was interested in working with good people who need great results. I am truly humbled by the clients and friendships we have established in the past 10 years.

A funny thing does happen when you really partner with clients, strive for continuous improvement and look out for their best interests. You grow. You get referrals and the word gets out that the marketing you are doing is indeed working. Yes, even with the economic downturn we are helping clients get measurable results.

It’s an unbelievable feeling when you prove that marketing can still lift sales. The proof is the “thank yous” I continue to receive.

Of course, we are always looking for more client partnerships, so if you know anyone who needs to add measurability to their marketing, please have them call me.

In closing, I am proud of our work together and for the partnership we have created. I look forward to another 10 years of increased marketing ROI with you.

Sincerely,

Grant A. Johnson

Johnson Direct LLC

1-800-710-2750