My Take on the Summer Solstice Sizzler: Recession Proof Marketing Event at RMSC

On June 16th, Rochester Chapter of the American Marketing Association held the Summer Solstice Sizzler, a networking event and panel discussion on Recession Proof Marketing, at the Rochester Museum and Science Center that was sponsored by RAMA's Platinum sponsor: Rochester Business Journal, Creative Sponsor: Antithesis Advertising, and Speaker Gift Sponsor: Think Tank Promotional. The evening also presented the opportunity meet the 2009-2010 RAMA board, as well as celebrate the past year's successes lead by outgoing President, Dawn McWilliams.

I'll share some of my takeaways from the panel discussion.

First to speak was Donna DeClemente, president of DDC Marketing Group, Blogger, and RAMA Board Member, who presented "How to be a LinkedIn Pro - Online Branding Tips for Both Individuals & Companies." She reviewed with us her Top 10 ways to utilized this social networking tool to its full capacity. During her presentation, Donna reminded us that "even though LinkedIn isn't as sexy right now as Twitter or getting as much press as Facebook, it's still the #1 social network for businesses." And that, "Facebook and LinkedIn are part of the 10 fastest growing sites on the Internet."  

Donna went through a handout she prepared that listed 10 Tips on how to use LinkedIn to build your brand. Some of the highlights included the following:

• Don’t join just for the sake of joining any more than you would in your offline life. It should be an area that is of genuine interest to you.
• The profile you create on a social network becomes your online brand. If you’re seeking a new job or developing new business, it is very important that you portray a professional appearance. An online profile can bring your resume to life online and allow you to tell a story. Your profile is now searchable to the millions of people that search on social networks and on the Internet.
  You can enhance your search engine results by including links to your blog and website informing your network when you have new content.  It’s recommended to include frequent updates that highlight your expertise and share interesting projects that you’re currently working on.
• Social networks offer many groups to join like college alumni, professional organizations and corporate. We have a RAMA group which is a great way to get to know other members and participate in discussions and event announcements.
• Online networking is a terrific way to build your online brand. So, how can you get started? Begin by joining communities and experimenting. Each platform has its own feel, culture, tools and therefore, its own opportunity.

Claire Kaler, Founder and Creative Director at K2 Communications on Park Avenue in Rochester, NY, discussed "Smart Marketing" where she explored the essential marketing and branding tools needed to survive and thrive in the "new economy." She shared with us some of the "smart" means by which companies, whether large or small, can market themselves more effectively, especially in a tough economic climate when competition is fierce. Claire reminded us that every four to five years the economy goes through a period of adjustments - a period when companies typically cut-back on their marketing budgets.

Claire shared how to make the most of your marketing, branding and advertising efforts when faced with an economic challenge. Some of the highlights from her presentation include:

• Know your brand! Develop five key messages that tell the "story" about your brand. Be familiar with the tone of voice and what exactly differentiates your company, service or product from the competition. You can strengthen your brand by being consistent with your message in every marketing and communications tactic -  from your letterhead to TV spots to email blasts, trade shows and so forth.
• Add some humor to your marketing. Everyone needs a little lightening up right now!
• Networking and Referrals. This is a great time to be making new business connections and strengthen existing relationships. Don't have a big entertainment budget? Go out for coffee. Utilize online resources and social media tools, but don’t forget to get out and see people face-to-face. The best clients come from referrals. Ask for them. Ask for testimonials. When the economy gets moving these relationship will become invaluable both for your company and also to you personally.
• Use the Web to connect with people. Collect email addresses, invite people to your RSS feed, and engage with people through social marketing tools. Change your website to a content managed site and update it repeatedly. Give people a reason to come back for repeat visits.
• A recruitment / promotional video can be used for fundraising (if you are a non-profit organziation), post it to your website and on Youtube, send it out as a direct mail piece and/or email blast, and use it as a marketing collateral at a trade show or event. The video may also be played on a closed circuit TV. 
• Bargains in marketing. If you have gone through the branding process there are many economies of scale that can be achieved in your tactical budgets. Planning is key. Always repurpose any assets that are put together for one project whether it was created for a publication, ad campaign or interactive media. For instance, if you are doing a video, use it for many purposes.   

"I recently worked on a campaign where all the creative and planning was done in one session," said Claire. "Photography, illustration and still photos were used to give a very upbeat and contemporary feel. Through an effective brand planning process, we were able to conduct all the shoots at one time which gave us enough material to use in six seasonal spots. This saved my client a lot of time and money, yet still gave a very creative solution."

What kind of "smart marketing" is your company doing to differentiate itself during the recession (or what I prefer to say in "tough economic times")?  Better yet, what are YOU doing to brand yourself online? I'd love to hear your comments!

Comments

[John]

Thanks for the extensive post! Of course I use Facebook for my small business, but we're also stepping into online video marketing, especially after finding ads like this one: http://adwido.com/view_content?vkey=0609f270e236727f62af1817951d2c58