MARKETINGPROFS: TO SELL DURING A RECESSION, SHOP A MILE IN THEIR SHOES
In this week’s MarketingProf’s newsletter, Jenny Schade adopts the customer’s perspective and provides a valuable lesson in walking in the customers’ shoes. She says you don’t need to market differently during a recession, but you do need to know your customer.
MarketingProfs Excerpt:
You don’t need to market differently during a recession—you just have to understand your customers better, according to Mary Beth West, CMO of Kraft Foods (Advertising Age, November 10, 2008).
I couldn’t agree more. I’ve been using customer insights to develop effective marketing programs ever since my boss at Golin/Harris International appeared in my doorway late one Friday afternoon. Suddenly he said the words that made me reach for the bourbon.
“We’re pitching the Jim Beam Bourbon business,” he proclaimed. “We’ve decided to make you the lead.” Next came the challenge, “We’re counting on you—let’s get this one.”
Golin/Harris was competing against two other major agencies for the Jim Beam business. Quite frankly, we were all large, experienced, and good. The question was obvious: How could we differentiate ourselves?
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