Recession or Not, Here’s a True (good) Story

In the late spring/early summer of 2008 a B2B client hired my firm, Johnson Direct LLC, to undertake a comprehensive marketing audit that included primary and secondary research, customer analytics, a short and long-term marketing plan and recommended tactics to achieve strategic goals that we helped establish. The beginning of my Direct Branding process. Pretty straight-forward marketing stuff, albeit comprehensive and a bit complicated, time consuming and a decent investment.

My team went to work, got good and dirty, visited trade shows, talked to editors and reporters, interviewed experts, reviewed market segments and opportunities, did a competitive marketing audit, complete with positioning in each segment, met and talked with the sales reps, and combed the internet for materials.

This process took a good six to seven months to complete.

As the process unfolded, the economy got worse, then terrible and then horrific. I was sure the client was going to abandon the recommended tactics of the plan, which began with advertising once the new identity, re-positioning and re-branding were completed.

I was wrong.

The company president had the foresight to move forward and put his faith in my team’s comprehensive research and plan. I am sure glad he did. And, so is he? How can I be so sure?

After the first ad ran, they secured a very large sale (large enough to pay for the ENTIRE audit and advertising/marketing budget for the year). Because they tele-qualify leads, they talked to a prospect who had written the company off and was all set to purchase from a competitor. Then, he saw the new ad, did some more research, called in the sale rep and the sale commenced.

This is a true story. It’s NOT about me, my firm or our process. It’s about doing your homework and knowing that marketing, when done correctly and measured STILL works, even in this lousy economy.

Don’t dismiss this as dumb luck. Now is the perfect time to market. Afterall, your competitors are likely withdrawing. Another client just achieved a 14.3% response rate and another grew nearly 60% last year and anticipates larger growth in 2009.

Does this success come easy? Heck no. It’s a lot of work. The payoff, however, going to market with the knowledge that you understand your customers/prospects, your position in the marketplace, as well as your competitors and what differentiates you allows you to enter with a higher degree of confidence. Then there’s testing to minimize your exposure, but this post is long already.

Go for it! Market intelligently and market away. You’ll gain market share and you’ll be growing while your competition is huddled under their blankets, afraid that success will remain elusive. I know you’ll prove them wrong.

Grant A. Johnson
Johnson Direct LLC
1-800-710-2750

7 Tips to Increase Your ROI

Every month the pros at Johnson Direct deliver to your in-box news, tips and case studies designed to help you market smarter. The October, 2008 issue is no different.  You CAN make a powerful impact in a recession. Read the latest issue and be prepared to be energized.

Grant A. Johnson

Johnson Direct LLC

1-800-710-2750

The Shift to Direct Marketing Agencies

BtoB magazine included me in a recent piece about the demand for great measurable marketing agencies and some of the trends that are occurring due to the recession we are in. As budgets tighten, measurement will be crucial to all marketing efforts and those that are positioned well will prosper. I’d love your input….

Grant A. Johnson

Johnson Direct LLC

1-800-710-2750

When Direct Marketing and Advertising Meet…

Inside Direct Mail ran a piece I did on the power of combining traditional advertising with direct response marketing and fact based research to produce a process I dub Direct Branding. This piece also features real-life case studies.

Grant A. Johnson

Johnson Direct LLC

1-800-710-2750

How To Become a Measurable Marketer

Today advertising and marketing is about effectiveness, and that begins and ends with the ability to measure your efforts. It’s a task that’s often easier said than implemented. So where do you start on your journey to marketing measurement? This article, written by yours truly, and featured in Chief Marketer is a good place to start.

I have also completed a tips booklet, 99 (Plus one for good measure) Bright, Measurable Marketing Ideas that’s yours for the asking. Simply email me at info@johnsondirect.com with FREE Tips Booklet in the subject line and complete postal address information, including your name and company,  and I will send you a copy. Quantities are limited to a “first come, first served basis.” I’m currently working on my second book.

I hope this spurs discussion on the subject and that your 2008 marketing efforts are testable, measurable and ROI strong.

Grant A. Johnson

Johnson Direct LLC

1-800-710-2750