"The worst thing you can do during a recession is disappear from a marketing/communications perspective." The challenge is... how to market more aggressively with fewer dollars, less man-power, and a more-frugal-minded-than-ever consumer? Espresso suggests a little "brand infiltration"—a.k.a smarter marketing in a dumb economy—or ANY economy.

1. SMART MARKETING
in a DUMB ECONOMY
a WOMMA webinar
presented May 27, 2009
Marta Kagan
Managing Director, US
Espresso | Brand InfiltrationTM

5. It’s all a matter of perspective.
not full
enough
half-full

6. 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

7. 10 years post-recession:
Aggressive recession advertisers
INCREASED MARKET SHARE 2.5X
the average for all businesses
during the post-recession.
RAZEGHI, NOVEMBER 2008

8. 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

9. Try a little
Brand Infiltration .
TM

10. 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.

11. Brand Infiltration™:
“Sharp shooting”— not “spray & pray.”

12. Brand Infiltration™:
Smart marketing in a dumb economy.

13. #1
http://www.flickr.com/photos/walkadog/3353936487/
ALWAYS BE CLOSING LISTENING

14. http://addictomatic.com

15. http://socialmention.com

16. http://radian6.com

17. #2
THINK “EXPERIENCES,” NOT ADS.
http://www.flickr.com/photos/anirudhkoul/2889606053/

18. http://lynxeffect.com

19. http://www.youtube.com/user/blendtec

20. #3 Infiltration Rule of Thumb:
IF IT’S NOT WORTH TALKING ABOUT,
IT’S NOT WORTH DOING.

21. #4
MAKE IT
SHAREABLE.
http://www.flickr.com/photos/anirudhkoul/2841482484/

22. #5 MEASURE EVERYTHING.
http://www.flickr.com/photos/ppdigital/2327029777/

23. Don’t just sit there.
Infiltrate!
brandinfiltration.com
BOSTON TORONTO
e: marta@brandinfiltration.com e: jacquelyn@brandinfiltration.com
t: @mzkagan t: @infiltrators