marketing in a recession
DESCRIPTION
I gave this presentation at Chris Brogan's New Marketing Summit in Boston, late in the fall of 2008. The crowds went wild (at my impersonation of a brain-eating zombie).The advice is still sound, as the economy is still in the toilet. Good luck! And let me know how I can help.TRANSCRIPT
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Holy #%&$!!We’re totally screwed!!
Social Media Marketing in Tough Times
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Yup. Times are Tough.
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2 Choices
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2 Choices
• Get tough! Get smart! Get loud!• Market your way through the downturn• Why would you cut the resources that ensure
your brand remains front & center?
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“Brands that increase (marketing) during a recession, when competitors are cutting back, can improve market share and return on investment at lower cost than during good economic times.”
» Marketing Your Way Through a Recession» Published: March 3, 2008
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• Nail your Sales and Marketing message.
• Pound your competitors’ shortcomings. – They’re hurting and they will be quiet.
Take the offensive.
• In a downturn, aggressive PR and Communications strategy is key.
» Doug Leone, Sequoia Capital» Mandatory CEO All-Hands Meeting, Sand Hill Road» Oct. 9, 2008
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Remember the Basics
• You don’t need to reach EVERYBODY• You just need to reach the people who will
buy your stuff
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How Do Buyers Find You?
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How Do Buyers Find You?
Oh yeah, and:And:
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content
What Impacts “Findability?”
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content
“Findability” is
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TIME is Expensive
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What to Do?
• Focus on impact!
• What do you kill?– SEM (PPC) – Good SEO is cheaper, more effective– Advertising – it’s expensive; it’s hit-or-miss– Layers – cut internal staff– Events – box-up the booth; visibility = speeches
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What to Do?
• Where do you double-down?– Content creation – thought leadership
+ findability– SEO – findability – Listening – responsiveness scores points;
identifies red flags early on– PR – thought leadership + promotion
(read: findability) + responsiveness
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Social Media = Virtuous Cycle
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Whaddaya Mean by “Content Creation?”TODAY• We got the CEO a speaking gig!
– Media advisory!– Bylined article!– Proactive pitches! – On-the-floor interviews!– Go home!
TOMORROW• We got the CEO a speaking gig!
– Let’s send a camera crew along• Interview her on the way to the event• Podcast from a conference room• Document hallway chatter• Film or livestream the speech
– Share content all along the way• Twitpic & Utterz from the floor• #tag, tweet & liveblog the process
– Monitor response; interact with users– Do “the traditional PR stuff” too
• Content creates ongoing “exposure opportunities” … empowers your communities … boosts SEO …
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“But My Prospects Don’t Tweet!”
• Chances are, most of your buyers don’t tweet, utter, flick, or ‘tube!
• Don’t matter. Not a lick.
’s SOCIAL MEDIA
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mmmm … !!!
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What About PR?
• PR is totally $%#@’ing necessary• For the FTE cost of 1 senior PR pro, agencies will
give you 5! - strategists, tacticians, writers, etc.• PR provides 3rd party validation– MSM is influential
• Most buyers still prefer a MSM write-up to a blog post (CREDIBILITY)• Most MSM sites have better PageRanks than blogs (FINDABILITY)• Agencies have long-standing relationships across the mediasphere, via
several clients (RESULTS)
– Industry Awards! Speaking Opportunities! Social Content Distribution! Oh my!
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“Dude, I Need a Checklist”DO• Listen• Blog• Hire a PR firm• Focus on SEO• Create & publish relevant
content• Distribute content in places
where buyers can be found– Trust good SEO to do the rest
• Measure
DON’T• Advertise• Pay-per-click• Attend events
– Unless you’ll be a speaker
• Protect your fiefdom– Outsource vs. Hire
• And, Don’t Panic!
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• Todd Defren• SHIFT Communications• [email protected]• 617-779-1853• www.shiftcomm.com (web)• www.pr-squared.com (blog)• twitter.com/tdefren (twitter)
Now What?
I’ve got more ideas… Contact me:
C’mon, they only gave me 10 minutes!