Cards of Change

I came across the initiative "Cards of Change" via Clo's blog. I simply LOVE the idea behind the Cards of Change concept ( Its mission is to collect as many business cards and stories of positive change of people who have recently been laid off and connect them with new opportunities from potential employers, business partners and people who make the effort to look on the bright side of life).

I liked it so much that I decided to upload my own business card too. Not because I've been laid off but because I wanted to show everyone who is being laid off that it is possible to make it out there on your own. And because I want to be a part of a positive, empowering initiative and to give a positive message during a difficult time.

No, it's not easy out there at the moment - for no-one. But there is a HUGE difference between difficult and impossible. And that's the message I wanted to share: it's not impossible!

This is just such a creative, empowering initiative (with great viral possibilities!). No doubt it won't be the last we will hear of it!

Female consumers: the cure for recession blues?

The past few months have been busy, to say the least. We're working on an exciting new project for a major international DIY brand, and we're in the midst of a PR campaign for Milner, not to mention other projects with which we're in full preparation. And between all the work, there are the presentations I'll be giving at VEPEC tomorrow night and JUMP on Thursday. I can confirm what this article in The Economist highlights: it seems to be a true marketing-to-women explosion out there.

It's funny that it took a recession to get business to start taking its female consumers more seriously. And its interesting to see who's seeing this as a 'quick fix' opportunity and who's really committed to their female consumers for the long run. Of course I have to mention Nike, who have done great work marketing to women for years, and again do so with the "Here I am" campaign, which features great ads with slogans such as "My butt is Big" and the "I have Thunder Thighs".





But then there's also McDonalds who's suddenly sponsoring New York Fashion Week. There's a major disconnect between brand perception and the PR tool (sponsoring a fashion week that showcases skeletal models...) in my opinion. Unfortunately for McDonalds, this effort goes against one of the fundamentals of smart marketing to women: be real. Or as one of Belgium's top female bloggers, Clo says: "being who you really are instead of trying to be something or someone you are not."


And then there's Porsche, which launched a 4x4 (as did Jeep with its Compass) designed 'for women'.
As the Economist article states, this constitutes "gender bending", which is not always to the benefit of the brand. Au contraire, mostly it will work against the brand. And I'd like to stress here that "gender bending" is NOT the same as smart marketing to women. Designing a product specifically for women is often not a good idea. Women never asked for a 4x4 "for women" (it comes across a little condescending to me...as if women can't drive 'normal' SUVs). What's the answer then, you may wonder? Porsche and Jeep should have involved women during the design & development process of their original SUVs. If manufacturers (of all kinds of products) involve women throughout the entire NPI process - from R&D through design to marketing, they will get a balanced mix of input, which will ultimate lead to a product that ALSO satisfies the needs of female consumers, and that's what smart marketing to women is all about.

Which leads us to the question: what's the future of smart marketing (to everyone)? This article presents an answer which at first may seem a little scary, but which also presents an enormous opportunity..

"I predict female consumers will take on an increasing role with brands and businesses-the next women's liberation movement when women will co-manage brands with the official brand manager, business owner or marketing director. This partnership will exist with brands that dare to let go and share the steering wheel with consumers."

A multitude of consumers who willingly and on their own initiative provide feedback, contribute ideas, give suggestions? That's like employing an entire new marketing department! One that has extensive experience with your product to boot! Wow! Now if that isn't food for thought for all marketers...!

Marketing during the recession.

I think we can call it official: the economy is a stumbling, faltering mess.

The growing rumbling of the recessional snowball can be heard loud and clear on both sides of the Atlantic now, and there are no signs that it’s going to miraculously disappear any time soon. In fact, this may be one of the most fundamental marco-economical shifts in many decades, and I can’t help but think that the magnitude of the possible changes makes us all freeze like rabbits in a car’s headlights. We’re not quite sure where it’s going and we have no idea how it will end.

“Recession” is a word that also causes marketeers sleepless nights. Suddenly, nothing across any of the four “Ps” is the way it was yesterday. Consumers have a different mindset about spending. Price elasticity curves change. Managing the company balance sheet takes priority above all else (especially marketing), and as marketeers we’re expected to do much more with much, much less.

Of course a recession affects different market sectors in different ways and to different levels, so a one-approach-fits-all for recessional marketing doesn’t exist. However, here are some key truths that hold true for all brands during a recession:

THE CONSUMER:
Economical uncertainty leads to uncertainty on a personal level. Consumers worry about their jobs, their household budgets, their savings. They tend to cut back on discretionary spending, postpone larger purchases, trade down or buy less. As a recent Harvard Business School article said: “Yesterday’s must-have features become today’s can-live-withouts”.

Seth Godin said: “When times are good, buying things is a sport. It's a reward. The story we tell ourselves is that we deserve it, that we want it and why not? When the mass psychology changes and times are seen as not so good, the story we tell ourselves changes as well.”
The answer? Address the consumer’s changing priorities and needs in your communication. Try to strengthen the relationship with your customer by offering great price/quality, stellar customer service and keep your brand top-of-mind with the right messages and communication efforts.

PRODUCT:
Gimmicks are out. Quality is in. Focus on your product’s reliability and performance. Reassure your consumers that you will continue to focus on quality. Products that address the new realities of the consumer – both on a product level and a communication level can do well in these uncertain times.

PRICE:
It goes without saying that most consumers become more price conscious during a recession. I’m not saying change your pricing strategy completely, but in the current economic climate, price elasticity will decrease in most sectors and consumers are more likely to shop around for the best deals. Offer consumers temporary price promotions, bulk buying discounts or bundled product packages to appeal to a value & budget conscious mind-set.

PLACE:
Don’t forget that your channels suffer too during hard times. It may prove impossible to retain your channel breadth & depth, but it would be wise to evaluate partnerships and support your strongest partners. Training them on your products and providing them with the support to promote your products will lead to a stronger relationship and will see you take market-share at a time when everyone else is cutting back!

PROMOTION:
“Successful companies do not abandon their marketing strategies in a recession; they adapt them” says Harvard Business School.

One of the most forgotten advantages of a recession is the fact that marketers have more bargaining power with media outlets. With marketing spend drastically cut, spots open up for the taking at reduced prices – paradise for astute negotiators!

Although marketing is about creating a long-term sustainable advantage, promotion during economically difficult times can focus on increasing short-term sales too. Instead of campaigns focusing on corporate image, now’s the time to invest in cross selling and up selling tactics, point-of-sale actions, direct marketing activities or channel promotions to increase revenue.

As I wrap up this article, the news has just come in that Tokyo’s NIKKEI index fell to its lowest point in 21 years. These uncertain times are the stuff nightmares are made of, for consumers and marketers alike.

The best advice I’ve had to date? Don’t panic. Stay focused. Spend frugally. Be ready to adapt swiftly.