Expert Strategies for Successful Recession Marketing
Learn how to navigate recession marketing with a strategy that works. Discover which tactics to use during an economic downturn to survive tough times.
January 17, 2024
The possibility of a recession has kept consumers on edge in recent months. But whether an economic downturn occurs now or in the future, such an event is inevitable at some point. The organizations least prepared for the uncertainty are the ones that risk losing the most.
So, what can companies do to ensure their marketing continues to help them thrive in an uncertain economy?
In this post, I will share cost-effective recession marketing strategies to help you survive and thrive in an economic downturn.
How does one know a recession has started?
A significant decline in economic activity typically characterizes a recession. Specifically, factors include a decrease in GDP, rising unemployment rates, and declining consumer spending. Economists and analysts monitor these indicators to determine when a recession has started.
How long will a recession last?
While there is no way to know how long a recession will last, history gives us a clue. The average length of previous recessions is almost 14 months. The most recent recession, fueled by COVID-19, lasted just over two months. It is also worth noting that the average time spent in a crisis has declined since the Great Depression of the 1930s.
Historical averages do not guarantee future performance. But we can confidently estimate that businesses should be prepared for a recession to last roughly two years.
Now, let’s look at how business strategy changes during a recession and what companies can do to adjust.
Prepare for the aftermath of a downturn in advance
I live in the southeastern United States. Almost every year, a hurricane threatens our coast. Unlike a pandemic or other natural disasters, we have time to prepare, despite the short notice. But hurricane shutters and a dozen cans of soup do nothing to fully prepare you for the massive damage inflicted by these monster storms.
While most people are concerned with weathering the storm, navigating the aftermath is often just as difficult. It can take weeks or months for life to return to normal.
The same is true for a recession. Businesses must manage the financial crisis as it is happening and the recovery period.
The moment they sense a crisis is brewing, the first thing many companies do is make a wide range of business decisions that involve cost-cutting. Jobs and expansion are among the first areas targeted for budget cuts. Some companies even stop marketing. These moves can save money in the short term.
But businesses stand to lose more than they save because they cannot predict when the recovery will begin. The delay can be costly. Businesses often lag as the economy recovers. As a result, they risk losing market share and revenue. Such losses can damage any brand in the long run, even if the regression is temporary.
Organizations expecting a change in consumer behavior beforehand will have an advantage over many competitors. So brands must consider how their target audience will respond in a downturn. To do that, start by consulting with your current customer base. Use the opportunity to develop relationships with existing customers while assessing consumer confidence and market conditions.
Prepare for a shift in consumer mindset during a recession
Emotions run high in uncertain times. People worry about property values, investment accounts, and interest rates. Every time they turn on the television or log onto the Internet, they are flooded with one negative forecast after another.
Eventually, this takes a mental, emotional, and even physical toll. People think the worst and develop negative attitudes. Consumers’ buying habits change. They spend less money, make purchasing decisions judiciously, or put them off altogether. Many folks are concerned with paying the mortgage and keeping food on the table. More fortunate people are still sensitive about how they spend disposable income. It is not uncommon for people to cut back on one area to make room for another.
Businesses come under even more scrutiny for the way they operate. Customers evaluate the quality of products and services to a greater degree. So, all your advertising campaigns, customer service processes, product offerings, and other business practices will be under a magnifying glass.
Be ready for this change in consumer decision-making. Brands must show people they genuinely care about their problems by demonstrating more empathy and concern—especially in marketing messages.
Recession marketing: Content strategy
Content is increasingly important when marketing during a recession. Publishing content helps brands subtly attract attention instead of relying on traditional advertising. This is the perfect opportunity to create content based on customer needs. When you do, you’ll connect with target customers based on their pain points, which builds trust between the audience and the brand.
One content strategy to focus on during a recession is to educate customers rather than selling products or services directly. You can create helpful blog posts, videos, or webinars that teach people something valuable while promoting your brand. This builds trust with potential customers who may be desperate for sound advice during financial hardship. Content is also a great way to help your business increase traffic to its website and other marketing channels.
Creating value-added experiences for your customer base on social media is also an effective recession marketing strategy. Launch special offers, giveaways, and contests as part of an ongoing engagement campaign that will keep followers coming back. To be successful, brands must adopt the right marketing strategies to avoid messaging tactics that may sound critical or invasive.
You can use data from previous recessions and market research to create more tailored content based on customer needs and preferences.
Don’t cut the current marketing budget too much
Every successful brand and business owner knows marketing is necessary. Yet, one of the first cost-cutting moves in an economic slowdown is to trim marketing budgets. However, the cons of reducing dollars spent on marketing during a recession always outweigh the pros.
This is especially true for businesses with longer sales cycles.
This period between brand awareness and conversion is known as the sales cycle. The sales cycle will vary from one sector to another (and often, from business to business).
While cutting the marketing or advertising budget may save some money in the near term, the effects of making cuts lag. As an example, let’s assume your sales cycle is 90 days. If you cut back on marketing in an economic downturn, you can expect to gain fewer customers. Unless you have done some in-depth analysis, you may not know the actual negative impact on customer acquisition for at least three months.
Even if you have estimated the negative impact, there is something else to consider. Earlier in this post, I wrote about changes in consumer mindsets during and after an economic crisis or downturn. This shift in thinking could also significantly affect the results of your marketing efforts.
It will be more challenging to get a new customer during a recession. So, you will exert even more effort to promote your business than before. If you must cut advertising spending or other marketing investments, consider creative ways to get new customers organically.
Recession marketing: Performance-based campaigns
A performance-based marketing plan is essential during a weak economy. This strategy is usually associated with digital marketing tactics and emphasizes short-term results. Though results-driven marketing is always critical, it is more important than ever during economic downturns.
A performance-based recession marketing strategy requires specific audience segmentation coupled with empathetic messaging campaigns. Another benefit of this strategy is its higher return on investment (ROI). Companies can measure results in small increments to identify which tactics are working and which ones to improve or eliminate. This enables brands to adjust their campaign strategy quickly and conserve marketing resources. It also gives them the flexibility to keep up with changing consumer trends.
Direct response is also an effective recession marketing tactic during an economic downturn. These campaigns are designed to reach a highly targeted audience, such as current and potential customers within a specific demographic or psychographic. An effective direct marketing plan should have visuals, promotional language, offers, benefits, customer testimonials, tracking capabilities, and segmentation.
With performance-based campaigns, brands can discover new ways to reach their best customers.
Create customer loyalty programs
Creating customer incentives is another effective recession marketing strategy. Customers are always looking for more value. Incentive programs cost less than advertising but provide companies with a higher customer retention rate.
Companies can set up reward systems such as points for each purchase, birthday deals, and exclusive business membership promotions. These programs encourage customers to continue buying from you instead of seeking cheaper alternatives from competitors.
Personalization is a key ingredient for these campaigns. Thank you cards, sending small gifts, and emails are examples of personalization. Showing people how much you appreciate their business is one of the best ways to develop loyal customers.
Brands could also consider providing free sample products or offering free product trials. Reducing fees on customers is another bold move to build loyalty. Lower fees are effective for consumer product companies, service businesses, and brands that sell subscriptions.
By creating these programs, companies can develop long-term relationships with their customers by continuously rewarding them based on their preferences and experiences.
Discount prices at your own risk
Cutting prices is another recession marketing tactic used by many businesses to generate leads and sales during tough economic times. However, organizations overlook the actual impact discounting has on revenue.
To illustrate, let’s assume you gain 50 new customers over 30 days and that gross revenue per customer is $1,500. If the total cost of goods and services (COGS) is $1,050, the net profit is $450.
Using these figures, your gross revenue from 50 new customers is $75,000, COGS is $52,500, and net profit is $22,500 per month.
Expressed as an equation:
50 new customers x $1,500 gross revenue = $75,000 – $52,500 (COGS) = $22,500 (net profit)
Now, let’s say you reduce prices by 10 percent to get more customers. Your gross revenue is now $1,350 ($1,500 – 10 percent = $1,350).
What impact would this have on net profit?
Remember, your COGS (cost of goods and services) remains constant at $1,050 per customer, so your net profit is now $15,000 per month.
Expressed as an equation: 50 new customers x $1,350 = $67,500–$52,500 COGS ($250 x 30) = $15,000
You are now making $7,500 less per month than you did before. Although you reduced prices by 10 percent, the decrease in net profit is 33.3 percent.
Again, here are the results expressed as an equation:
$22,500 (gross revenue at original price)–$15,000 (gross revenue at a discounted price) = $7,500 / $22,500 = 33.33 percent
But the situation could be even worse.
Remember, the way people think about purchases during a recession will change. It may become more challenging to get each new customer. Your sales cycle may also get longer, and your conversion rate could decrease because making sales will be more difficult. The costs of promoting on websites, social media, advertising, and networking will increase during a recession, depending on the platform.
Each one of these factors decreases profit and increases expenses.
Many businesses get into costly price wars to offset customer acquisition challenges. The thinking is that lower prices will mitigate consumer spending concerns and increase their propensity to buy. While this may seem logical, it makes no sense to do this without having hard-core data to support it. Rather than cutting prices, consider other tactics, such as temporary price promotions, flexible payment options, and clever advertising to boost sales.
A strong brand will be more valuable in a recession
If your business does not have an active brand strategy, now is the time to develop one. A brand strategy helps you differentiate and position your offer with the target market that needs and wants it most. The clarity a brand strategy gives your business will help you prioritize decisions related to product lines, prices, brand marketing campaigns, and business processes.
Evaluate your current brand position
A recession forces change. Now is the time to re-evaluate everything you have been doing and adjust for the future. For example, you may find that it is time to change the customer segment you have been targeting. Perhaps the people you are serving are no longer the best fit for your business model in the future.
You may also consider changing your products and services to better meet the needs of current customers and new segments you choose to pursue. The same applies to your marketing, customer experience, and sales processes.
Make transitions gradually to avoid confusing the audience but without delay. Waiting too long could leave you lagging behind competitors.
Your brand promise
Your brand promise summarizes what your customers can expect to get from your company every time they interact with it. A brand promise incorporates elements of a Universal Value Proposition and other unstated features. It communicates the tangible benefits and experiential feelings customers receive from your product or service.
Look at the promise you’re making to customers and make sure it aligns with any directional changes in your business’s branding and marketing.
Manage customer expectations diligently
People will be more sensitive about spending money in an economic recession. This means they will expect even more from the companies they do business with.
Quality is always essential, but quality separates the brands that prosper from those that barely stay afloat during periods of financial difficulty. Managing your customers’ expectations is one aspect of providing quality and building a loyal customer base.
Do not make assumptions. Find out what customers want from your products or services. Discover what they like and don’t like about your competitors’ offers. Ask people who choose not to buy from you why they stopped short or chose a competitor. Customer feedback is essential data for improving recession marketing strategies.
Opportunities abound in a recession—if you look for them
While some circumstances are out of your control, recessions provide growth opportunities—if you look for them.
Understand the effects of a recession on your brand. Here are some potential opportunities to consider:
- Create additional revenue by developing new products and services or additions to current ones
- New customer segments you have not yet targeted
- Adjustments to current processes and systems
- Changes to shipping, manufacturing, and storage that result in cost savings. (Warning: never cut costs at the expense of quality!)
- Complete projects that have been delayed
- Plan for a return to normal—what will that look like for your business?
- New strategies and tactics for marketing and promoting your business on digital channels
- Evaluate contracts with vendors, suppliers, and marketing investments—is it time for a change?
- Analyze data—note trends, what works, and what doesn’t.
Recession-proof your business with a brand audit
An effective recession marketing strategy requires companies to assess and adjust their communication strategy to resonate with customers in tough times. A brand audit helps you evaluate what is working and what isn’t. Companies can identify areas to improve and change their messaging to better connect with customers.
A brand audit can also help organizations manage marketing costs. During a recession, it is essential to be conscious of expenses and ensure that every dollar spent on marketing is used effectively.
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