This look at recession marketing goes way back to the 1920s: It’s a case study of two cereal companies that you and I know well—Kellogg and Post.

It’s hard to imagine now, but before the Depression, ready-to-eat cereal wasn’t yet a staple in the American diet. So when the economy took a dramatic dive, the effect on consumer demand for cereal remained uncertain.

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advertising · Direct Marketing · recession survival tip

I recommend starting or boosting a loyalty club in a recession.

Loyalty programs are getting a lot of attention in this economic climate—and that’s because customer loyalty is more important than ever for the success of your business. (Read last week’s article here: Build real value into your loyalty program.)

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Direct Marketing · loyalty programs · recession survival tip

This recession has launched price wars in some industries (like the airlines, for example). Many other businesses are suffering from dramatic cuts in consumer spending. Many more struggle with declining brand loyalty to others.

But there are some smart marketers out there who are still finding ways to compete.

Loyalty programs have been one of the most successful tactics. For example, although Talbots Inc. has faced trouble with some brands in this economy, its Talbots Classic Awards program could be a bright spot.

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Direct Marketing · loyalty programs · recession survival tip

Why do some brands outperform their competitors over and over? ‘Cause they’ve got personality.’ (Sing it, Lloyd Price.)

If you’re in the Northeast, you probably remember the electronics retailer known as “Crazy Eddie.” If you’re in Southern California, then you know the personalities of Larry and Irwin of mattress retailer Sit-N-Sleep.

Personality can be an even more powerful sales tool in a recession, as you’re battling greater skepticism and fear from your prospects. Just as consumers pick their friends based on personality, they often pick companies for the same reason.

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advertising · Direct Mail · Direct Marketing · recession survival tip

As the recession shrinks your budget, now is the time to see if you can cut costs. Here are some things we’ve been helping our clients with…

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Direct Mail · Direct Marketing · recession survival tip

To get ahead of your competition, you have to know what they’re up to. Take some time to explore competitors’ websites, subscribe to their free e-newsletters and find out what they are offering right now.

If you’re marketing to a small or specific geographic area, find out what competitors are doing inside and outside of that area.

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Direct Marketing · recession survival tip

If you’re like many marketers facing increased pressure to deliver sales and leads despite the economic crush, you need quantifiable results and you need them now. That’s where direct marketing comes to the rescue.

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Direct Mail · Direct Marketing · recession survival tip

Yes!

During a recession, it is imperative that you continue to market. Although you must maintain an acceptable cost per lead and cost per sale, this is not the time to react in fear and cut your budget arbitrarily.

Because that’s what your competitors are doing. And that means it’s an ideal time for you to capture new clients and expand your market share.

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3-d · 3d · Direct Mail · Direct Marketing · recession survival tip · three-dimensional direct mail

Many direct mail marketers, whether you’re targeting businesses or consumers, are going to see a decrease in response unless they change their marketing—fast.

Here’s the first thing you must change about your copy: Show your prospects immediately that you understand the fears and problems that are plaguing them as a result of the recession.

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copywriting · Direct Mail · Direct Marketing · Direct Response · recession survival tip

As you know, many marketers are already suffering from the impact of the recession. But direct marketers know that profitability in tough economic times is possible—with good direct response copy.

The best direct response copy weaves a powerful emotional theme throughout the piece. Your one-on-one conversation with your prospect must be powerful enough to make him or her feel something.

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Copy tip · copywriters · copywriting · Direct Marketing · recession survival tip