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Canadian Marketing Blog - Canadian Marketing Association
Welcome to the CMA - Canadian Marketing Association - Blog. This Blog is an initiative of the CMA Digital Marketing Council. All marketing-related topics are fair game: branding, strategy, online, offline, marketing trends, technology, direct marketing, market research...and more.

• Embrace the Recession And Grow
  

  For the first time in over 12 years our economy is shrinking. That means there is a new generation of leaders at the helm of Canadian businesses who, for the very first time, are being confronted with making choices and feeling professional pains that they have never before encountered.

  These leaders are going through a series of stages while dealing with the realities of operating their businesses in a weak economy. And, only those who capitalize on the opportunities at each stage will emerge stronger, professionally and personally, at the end of this economic cycle than they were entering it.

  Stage One: Prepare

  Business leaders, for the most part, do everything they can to keep on top of current economic realities because their day-to-day operations are dramatically affected by sudden shifts in customer purchase behaviours, cash flow and long-term investments. That’s why the first stage that leaders take, although reluctantly – is to prepare for a weakened economy. Earlier this year, I described how leaders can prepare for a soft economy by recession-proofing their business. Specifically, I outlined four steps that leaders can take to build and strengthen an infrastructure that recognizes and rewards customer retention. Since successfully retaining customers is essential in a softened economy, taking these steps strengthens any business’ foundation.

  Stage Two: Accept

  In the last few months, local and international indices have clearly revealed that consumers and businesses alike are indeed spending less than projected. And, once a company’s revenues are affected, leaders truly accept the onset of a softening economy. During this stage, leaders can optimize several opportunities for success, for example: (i) target recession-proof industries – i.e. those that provide essential products/services rather than luxury products/services; (ii) only target segments that are the most profitable; (iii) focus marketing messages on cost-savings and reducing inefficiencies; (iv) renegotiate vendor contracts; and (v) outsource more marketing activities.

  Stage Three: Embrace

  During the most recent economic downturn – known as ‘the bursting of the dotcom bubble’ – ThinData consisted of a handful of dedicated professionals. With few assets to risk, we did something that was unheard of: we actually embraced the recession. That meant taking unconventional but well-grounded actions. For example, we took the opportunity to find and hire talented people who had been displaced. At the same time, we recognized that our former competitors were not marketing aggressively. That provided a rare opportunity to build name recognition, positive associations and new relationships in a ‘marketing vacuum’.

  By successfully growing stronger through these hard times, the valuable lessons we learned about how to prepare for, accept and embrace weakened economies continue to shape our innovative approach to operating and building a sound business and vibrant culture.
  

• In response to "R.I.P. Monologue:" a Luddite Fights Back
  

  In response to Selina Jane Eckersall’s unambiguous dismissal of all things not social-media, I can think of little to say other than,”Sorry.” (See “R.I.P. Monologue”)

  Well, actually, that’s not true. I can think of a lot to say, but “sorry” seems a good place to start.

  Sorry, for being one of those, presumably, “seemingly intelligent” marketing folks against whom Ms Eckersall rages. Sorry for needing to “get real.” And, most of all, sorry for Ms Eckersall herself who is so patently wrong.

  It is wrong to say consumers are not interested in hearing “my monologue,” (but it is correct that they do not have to give me their time or mind share). Millions of people, many millions of people, in fact all people are faced with many, many monologenous messages every day, and respond to these messages in many, many different ways. I know that they are interested enough in what I say, that they give me give me enough of their “mind share” to be aware of my products and have an opinion about my brand.

  What I find exciting, in my Luddite kind of way, is that many of these people are involved in social networking sites on their computers. They connect with friends and reach out (metaphorically) to the world around them, to become more interesting, more worldly people. Many of them use this fantastic facility to ask their friends (and even total strangers) for opinions about products and services they are thinking of buying. By capturing the opinions of 300 people who have experienced my product, these web savvy people become educated consumers. Social media is a wonderful way for all of us to learn about the products or services we are thinking of buying. A little bit like magazines, or newspaper articles or even talking to friends did in the old, old days. But, obviously more intense and apparently more credible, too.

  So, I guess I see social media as one of many communication channels out there. But I don’t see how the existence of these channels makes people any more interested in my message. I don’t, for instance, believe that anybody wants to build a relationship, trust, converse with, listen to, share with, evolve along with, or collaborate with a brand. And just because the brand is trying to cajole people into doing all these things on a social networking site, does not make it any more attractive to “Canadians,” not even that small percentage of them who are active in social networking sites themselves.

  Sorry, but the fact is that people will be interested in what you have to say if you have something interesting to say and say it in an engaging and appropriate way. It also makes sense to say it in a place (physical or virtual) where the people you are hoping will hear you, are within hearing range and in the right mood to listen to you. Sometimes a social networking environment makes a lot of sense. But, equally, the classified section in a newspaper often makes perfect sense. Shouting loudly through a megaphone also makes sense, sometimes.

  To paraphrase Ms Eckersall , I can’t even count the numerous times I’ve heard seemingly intelligent marketing folks speaking about Social Media as if it were the only medium of any worth, and all other media are for Mad Men fossils living in black and white and eating Mrs. Cleavers cookies. Social Networking sites are one in an ever increasing range of alternatives to help consumers make intelligent choices.

  But do not forget, consumers will use whatever media they want, and they hope they will be able to find out what they need to know from a wide range of alternative sources. And, most importantly, they really appreciate it when a brand introduces them to something wonderful by means of interesting, educational, and entertaining advertising (“$300,000 ad spends”, to be precise.) If there is any doubt about this, ask Apple, Virgin, WestJet, Guinness, and the list goes on.
  

• Taking stock IN yourself
  

  In a tough economy, what do you invest in? The answer may be yourself.

  Have you noticed that the number of stores in the health food/healthy living segment is expanding? Health/organic food stores are springing up all over the place, including local neighbourhood plazas.

  Noticing a brand new Planet Organic store in one of these plazas, I paid a visit. While I didn’t recognize most of the products on the shelves, and wouldn’t know what to do with them – enough people must; there are now 3 Planet Organic stores in Ontario - and a total of 10 across the country.

  About the organic market:

  The Agriculture and Agri-Food Canada website says that the sector is diversifying and expanding into new markets while achieving double digit annual growth in production and retail sales over the past decade.

  -Retail sales of certified organic products are more than $1 billion – 40% of this at mainstream supermarkets; fresh vegetables account for 25% of organic food sales
  -Organic livestock is one of the fastest growing categories
  -There are more than 800 certified organic processors and handlers in Canada
  -Canada exports a wide selection of certified organic products, ranging from bulk grains to pre-packaged consumer-ready products in every category
  -The largest share of our exports goes to the United States, the European Union and Japan
  -Organic wheat is our most popular export

  Consider the potential - Canadian supermarket sales in 2008 are projected to be $68.4 billion; convenience and s