Marketing and the R Word: This is citrus' in-depth take on how to market during the downturn. We think that most, if not all, of these strategies will work wonders as we swing back up.

1. Marketing &The R Word.
The upshot of marketing during a downturn.

2. The Recession
Like Yogi says, “It ain’t
over till it’s over.” And
folks, it ain’t over.

3. Yes, times are still
tough. But what’s
even tougher is figuring
out what to do.
Fortunately, citrushas the answers.

4. Step 1
Analyze. Prune. Build.
Analyze your business.
Find what’s working.
Eliminate what isn’t.

5. HOW
R
I
?

6. If you can’t track
success, you can’t
avoid future failure.

7. Track everything. Emails. Websites. Advertising. Facebook...

8. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
If you can’t measure it,
you’re going
to have a tough time selling it to the CFO.

9. Step 2
Hug your current customers

10. delight them.
delight them.
delight them.
delight them.
delight them.
delight them.
delight them.
delight them.

11. Delighted customers
spend more, buy more and
pay higher margins than
non-delighted customers.

12. And they’ll talk to friends and convince them to do the same.

13. How do you delight a customer?
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14. Engage them. Empathize with and relate to them.

15. Look at how
you’re talking
with your
audience.

16. oneclearmessage?
Aretheygetting

17. REM
EM
BER:
GO
W
HERE
THEY
GO.

18. It’s a new world. It’s not just TV, radio and email. It’s mobile, Facebook
and FourSquare and magnetic Starbucks cups attached to cars.

19. THE POINT:
The media can change.
Your message can’t.

20. Step 3
Focus on who not to target.

21. 67%
of marketers say
refining target
audiences is a key
strategy for surviving
an economic downturn.

22. See where business is
coming from and target it
with laser-precision.

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Next, separate your
audience into fifths and assign a cost
of acquisition to each segment.

24. $
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$$
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How much is that bottom 20%
really adding to your business?

25. $ $
$$$
$ $
$
$$ $
Or better yet, how much
are you spending trying to
reach that bottom 20%?

26. Step 4
Invest in growth

27. Use whatever resources you have,
study your markets,see where growth will come from. And invest.

28. Step 5
It’s the message,stupid.

29. Forget the medium. The moment is the message.

30. And right now, the
economyis front and center.

31. Is your message working with the economy? Or against it?
WILL WORK
FOR WORK.

32. THESE
DAYS TRUMPS
VALUE LUXURY

33. You’ll need to
understand what
value really means
to your customers. It’s
more than just price.

34. Marketing research
can tell you what
your customers
are thinking, feeling
and saying.

35. Invest
in it and
you won’t
regret it.

36. Remember:
• Speak their language.
• Live their world.
• Understand them.

37. Step 6
Think Different.

38. When everyone’s busy zigging,
it’s time to start zagging.

39. be different Just be smart about how you do it.

40. Apple did it with the iPad.
IBM did it by switching
from hardware to software.
Google did it with Android.
And Oscar Meyer?

41. Two words...

42. Weiner

43. Mobile

44. Being different doesn’t
have to be expensive.

45. We did it by creating
DearAgency.com,
a site that lets an
unhappy marketer
send a Dear John
letter to their agency.

46. The site has received 10,000
visitors since its launch, with
about $500 in marketing and an
aggressive blogging campaign.

47. And we’ve received some promising
new business inquiries as a result.

48. Step 7
Price it Right

49. Panic
pricing
w
on’t
w
ork.
A
sm
art
pricing
strategy
w
ill.

50. Retail business?Instead of dropping prices on your high priced
products, create flanking products that deliver
lower price to lower value customers.
$
100
$
10

51. Service business?Evaluate your customers and focus on those
with better cash flow. And don’t forget to be
flexible with your margins. A smaller margin
today could create larger margins tomorrow.

52. Consider short-term
promotions to drive
traffic and interest.
Coupon redemption
is on the rise. Strike
while the iron is hot.

53. Just be smart about it.
Groupon Anyone?

54. Step 8
Go Souk

55. A Middle Eastern
Market with lots of
perishable product.
A perishable product.
Souk:
Media:

56. What do
they have
in common?
(Besides perishable products?)

57. $$
$ $
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negotiation.

58. So strap on your fez, because
when times get tough, the
tough get negotiating.

59. Media companies are
quite willing to negotiate
off the rate card.

60. The trick?
You have to ask.
And they’ll usually reward
you to the tune of lower
pricing or bonus spots.

61. Step 9
The Why Nots?
ofNewMedia.

62. IN2009 your website was rocking.

63. Its 2011.

64. Is your site still rocking?
Or merely rolling?
(maybe it’s time for new wheels)

65. So how is your
reputation?
Track and adjust
using new tools.
Watch the social
media conversation.
What are the Tweets
saying about you?

66. Its time to go mobile.
Over 300 million
Smartphones sold
and they are selling
like hotcakes.

67. It’s competitive.
It’s affordable.
It’s a new database.
It’s easy to implement.
It’s in everyone’s pocket.
And it’s a great way to
get another edge on
your competition.

68. Step 10
The Future

70. But know this:its social.

71. Embrace social media. That means
Facebook, YouTube, Blogs and Twitter should
be on page one of your marketing plan if you wish
to connect with your audience in a big way.

72. Social media will play a vital
role in marketing, branding,
research…even recruitment.

73. Make sure your brand is playing along.

74. Now, and well into the future.

75. If only predicting the
weather was this easy.

76. Want to know more?

77. Ask, and ye shall receive.

78. Peter Levitan, President & CEO
541.550.4255
peter.levitan@hellocitrus.com
www.hellocitrus.com