@laermer
How can the economy help us sell right now?
Marketers have become very complacent?
Punk marketing shakes up the core of what you are doing.
Anyone that engenders trust provides something ppl don't have (due to
recession)
Punk markers shift power from corporations to consumers.
Consumers are no longer passive.
Treating ppl as a mass audience is dumb.
Commerce, content and consumers are converging.
Consumers want tone taken care of.
Tone is more important than ever.
Give ppl something to talk and think about.
Focus groups do not represent your customers.
Comsumers don't necessarily want a conversation but want to participate.
Cut through the white noise. 'me too' products are everywhere.
Remove the mass from the market.
Recognize who you want to reach and go after them. You have to think
of the customer as an individual.
Example: Lynx Air (Australia) - they became the #1 body spray.
You have to think about what your customers are thinking.
Who has back during a recession? Crown Royale - they knew they were
cheaper than other scotches and ppl are more family oriented.
Love the ones who love you.
Be careful how hard you push your research and development. Example:
tropicana new design - they changed it back.
Take advantage of your customers and die.
What do you need to get through a recession?
Reality
Simplicity
Sustainability - it is about assurance
Sanctuary - it makes you feel good, safe
You have to give something ppl haven't seen before.
Rethink who you are. Maybe be somethink else. Understand your
customers.
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