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SMART MARKETING
                                 in a DUMB ECONOMY
                                              a WOMMA webinar
                                          presented May 27, 2009




Marta Kagan
Managing Director, US
Espresso | Brand InfiltrationTM
Smart Marketing in a Dumb Economy
Smart Marketing in a Dumb Economy
Smart Marketing in a Dumb Economy
It’s all a matter of perspective.




                                                not full
                                                enough




half-full
4 years post-recession:

Businesses who maintained or
increased advertising spend
during a recession
SOLD 256% MORE
than those who decreased.




PROFESSOR ANDREW J. RAZEGHI
KELLOGG SCHOOL OF MANAGEMENT, NORTHWESTERN UNIVERSITY
INNOVATING THROUGH A RECESSION
NOVEMBER 2008
10 years post-recession:

Aggressive recession advertisers
INCREASED MARKET SHARE 2.5X
the average for all businesses
during the post-recession.




RAZEGHI, NOVEMBER 2008
Wal-Mart founder
Sam Walton,
on the 1991
recession:




“
I’ve thought
about it,
and decided
not to
participate.”




                   IMAGE CREDIT: Eli Reichman/Time & Life Pictures/
                   Getty Images
Try a little
Brand Infiltration .
                 TM
Brand Infiltration™:
A progressive approach to integrated marketing
that blends digital, experiential and classic
marketing tactics with social media savvy and an
uber-rigorous commitment to metrics.
Brand Infiltration™:
“Sharp shooting”— not “spray & pray.”
Brand Infiltration™:
Smart marketing in a dumb economy.
#1
                              http://www.flickr.com/photos/walkadog/3353936487/




     ALWAYS BE CLOSING LISTENING
http://addictomatic.com
http://socialmention.com
http://radian6.com
#2
     THINK “EXPERIENCES,” NOT ADS.




                             http://www.flickr.com/photos/anirudhkoul/2889606053/
http://lynxeffect.com
http://www.youtube.com/user/blendtec
#3   Infiltration Rule of Thumb:
     IF IT’S NOT WORTH TALKING ABOUT,
     IT’S NOT WORTH DOING.
#4
MAKE IT
SHAREABLE.




             http://www.flickr.com/photos/anirudhkoul/2841482484/
#5   MEASURE EVERYTHING.




                http://www.flickr.com/photos/ppdigital/2327029777/
Don’t just sit there.
Infiltrate!
brandinfiltration.com
BOSTON                          TORONTO
e: marta@brandinfiltration.com   e: jacquelyn@brandinfiltration.com
t: @mzkagan                     t: @infiltrators

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Smart Marketing in a Dumb Economy