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

Test Internet Videos Now!

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

Recession or Not, Here’s a True (good) Story

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

The Magic of Measurable Marketing

This article covers what the headline describes.

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

The Biggest Challenge with Measurable Marketing

One of the biggest challenges I face as a measurable marketing professional isn’t, believe it or not, getting qualified prospects and clients alike to spend money. Rather, it’s convincing them to invest their marketing spend so it has a more meaningful — testable and measurable outcome. Yes, you read that correctly. It’s a topic I touch on in a recent piece I did for Direct Magazine.

While things are tight almost ubiquitously, marketing HAS to prove a positive ROI; that means forsaking some of the more “sexy” media like TV and sports sponsorships and tying ALL marketing communication efforts back to a response, one that can be tracked, measured and improved upon. It also means measuring the right things — like sales — as opposed to clicks on a website, microsite or social media outlet. PR is a very powerful tool when tied back to measurement. Trust me, I know from real life case studies I’ve done — experience.

It’s a shame, and an incredible waste of money, to do advertising and marketing communications that does not produce measurable results — sales that impact your bottom line and move it North. Relevancy is critical in this tough economy and I’m sad to say that too much advertising & marketing is still spent not understanding that it’s about the customer, not the company. Burger King, prime example. I actually saw a blog post lauding their advertising. I was going to chime in, but figured they guy who wrote the post is a lost cause and didn’t bother. What about the new Gatorade campaign. Or the new BMW diesel campaign. How about, well, you get the point. Have a success story or great marketing story to share? Let’s hear it.

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

Story Telling and Marketing ROI

It’s always nice to see work you’ve done is appreciate. Here is a recent piece on my latest book. I hope you find time to read it.

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

Make Your Marketing Soar In ANY Economy

Want to know the secret to making your marketing hum along in any economy? Simply click here to discover the ways to marketing prosperity.

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

You, You, You

My friends at Chief Marketer have run another one of my pieces on the power of measurable marketing copy that I think you’ll enjoy. The piece was written exclusively with YOU in mind.

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

Marketing Messaging in a Recession

Now that the presidential nonsense is over in the US, advertisers will  begin to panic as they will not have the ad revenue generated by both parties and their respective groups to rely on.With the change in  leadership also must come a change in marketing thinking.

As things continue to soften, smart marketers are changing their messaging platform in order to deal with the slower economy. The Wall Street Journal goes into some detail on how some brands are adapting. Are you testing your messaging and changing with the times?

Grant A. Johnson

Johnson Direct LLC

1-800-710-2750

Fairytale Marketing: The Book

I am living proof that dreams can come true.

So how do you make your dreams a reality? Allow me to show you how, especially when it comes to measurable marketing and the path that will lead you to a greater ROI. My new book is just out and it’s a business fable jam-packed with 7 magical ways to increase your marketing results. Discover for yourself by visiting www.fairytalemarketing.com

Grant A. Johnson

Johnson Direct LLC

1-800-710-2750