Cal sae recession proof marketing

Recession Proof Your Marketing 12+ Ways to Increase Your ROI Presented by Sheri Jacobs, CAE President + Chief Strategist Avenue M Group, LLC CalSAE Annual Conference April 14, 2010 Long Beach, CA

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Communications becomes more mobile.

Individuals become the primary influencers.

What is Recession-Proof Marketing?

The last 7 words spoken by all failed companies are…

Your challenges… ,[object Object],[object Object],[object Object],[object Object],[object Object]

What do you hope to learn today?

Marketing in a recession is about 4 things… ,[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],To sell anything you must know everything you can about…

It all starts with understanding your prospects and what you are offering.

Do you know? ,[object Object],[object Object],[object Object],[object Object],[object Object]

Don’t know…ask! www.wordle.net

Know where to spend you money.

4 out of 5 Online Adults Now Participate in a Social Network Source: 2009 Razorfish Brand Experience Report

How often do you…? ✔ ✔ ✔ ✔ ✔ ✔ More than once a month Less than once a month Not at all I visit social networking sites (Facebook or LinkedIn) I update my profile on social networking sites I read customer reviews on Amazon I post reviews on Amazon I read blogs I use Twitter

How much do you trust what you see? ✔ ✔ ✔ ✔ ✔ ✔ 1 = Low Trust 2 = Some Trust 3 = High Trust Information posted on a listserv Email from a friend Email from an association Online article from the association’s publication Online advertisement, banner Information on a blog

Very Active, Low Trust Not Active, Low Trust Very Active, High Trust Not Active, High Trust High Response Rates, Increase ROI ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

How well do you know what you are trying to sell?

How well do you know your competition?

How do you compare? ,[object Object],[object Object],[object Object],[object Object],[object Object]

12 (+5) Ways to Get Members and Prospects to Respond.

Should I spend $1000 for a laptop?

Proof of Value All the features I need in a laptop. $3,848+ vs. $989

1. Proof of value ,[object Object],[object Object],[object Object],[object Object]

2. Take away the risk. ,[object Object],[object Object],[object Object],[object Object]

3. Tap into the emotional needs. ,[object Object],[object Object],[object Object],[object Object]

4. Address objections ,[object Object],[object Object],[object Object],[object Object],[object Object]

MarketingProfs Conference ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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6. Tell a REAL story. ,[object Object]

Actual Copy XYZ Association holds eight 1/2 day educational programs each year presenting some of the best national and state speakers discussing cutting edge solutions to the challenges faced by association executives.

[object Object],XYZ offers programs “ that are worth getting up at 5:00 am and driving halfway across the state to attend.”

7. Establish credibility quickly.

8. Help justify the purchase. ,[object Object],[object Object]

Emotion: BMW. The Ultimate Driving Machine! Logic: Ultimate efficiency. Well equipped. No-cost maintenance. No-cost BMW Assist Safety Plan.

9. Create a Sense of Urgency ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

10. KISS – Keep it Stupid and Simple ,[object Object]

11. Be Specific ,[object Object],[object Object],[object Object]

12. Create a Must-Read Headline ,[object Object]

When customers have skin in the game.

13. Use the words “ How to” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

14. Use a number in your copy The numbers 5 and 0 feel manufactured. When you use a number such as 6, 7 or 9 it feels more real. 11 Steps to a Successful Virtual Conference or 10 Steps to a Successful Virtual Conference

15. Cut your copy in half! Provided that - - If In order to - - To The majority of - - Most Accordingly - - So Facilitate - - Help Frequently - - Often

16. Use Curiosity to Get Them Interested Program: Physicians and health care reform 50% of Physicians Report Health Care Reform Worsened Conditions for Their Practice

17. Avoid Clichés Clichés are trite and overused expressions. They will make your marketing invisible! wordle.net

6 Ways to Get People to Act During Tough Times ,[object Object],[object Object]

[object Object],6 Ways to Get People to Act During Tough Times

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[object Object],When asked how young professionals (YP) first learned about their association, 76% of survey respondents selected colleagues and 56% selected employers. A significant percentage of young professionals also become aware of the association through the organization’s website (70%) and through their academic environment (66%). 6 Ways to Get People to Act During Tough Times How do young professionals first learn about your association? Colleague 76% Website 70%

If we mixed up your marketing collateral with another association would anyone notice?

Q & A ,[object Object],[object Object],[object Object],[object Object],[object Object]

Cal sae recession proof marketing

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Editor's Notes