• Three Strategies for Inspired Holiday Email in Tough Times by Karen Talavera
  The pumpkins come out, the days grow shorter, the weather cools, and there's no mistaking that the holiday season is upon us, even though we're barely past the back-to-school rush. Already, it's holiday marketing time. Yet, in recessionary periods, what is normally ...
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• Six Smart Tactics for Dealing With the Economic Downturn by Michael Barr
  This is no time for business as usual. To keep the customer and win the sale, a marketer has to outsmart the competition. But how do you motivate your customers to spend their marginal purchasing dollars on your product instead ...
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• How to Address Marketing ROI and Measurement Pressures in a Tight Economy by Jim Lenskold
  With marketing teams being challenged to deliver results despite tighter budgets and smaller staffs, how is it possible to improve measurements and ROI analysis now, when they did not get addressed in prior years, when more resources were available?
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• How to Bridge the Marketing-Staffing Gap by Eva Wu
  If the company you work for is like many companies in today's economic climate, it isn't hiring too many people and its marketing budget has been cut. Employees are being asked to do more with less. Now more than ever, however, ...
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• You Had Me at 'Recession-Proof': The Hispanic Market by Blaire Borthayre
  The Hispanic market seems to be the only one still flourishing these days in the face of economic doom and gloom. Foreign-born Hispanics in the US have been historically unaffected by economic downturns. Why? And how can you tap the market ...
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• Marketing in a Recession: What Do the Studies Really Tell Us? by Christian Shea
  Have you heard this one? "All the research shows that companies that spend on marketing during a recession come out ahead of the competition as the economy rebounds." It's a catchy buzz phrase—and if people believe it, even better. But here's ...
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• Retail Survival Tips in a New Economic and Customer Environment by Adam Boyden
  Retailers did everything possible to attract buyers over the holidays. From educational sessions to discounts and coupons, and special offers, retailers used their ingenuity and marketing smarts to make the best of a dismal season. Nonetheless, numbers were down and every ...
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• Leapfrogging for Success: Change the Game via Innovation by Evan Gerber
  Marketers these days find themselves increasingly squeezed between a big rock and a very hard place: Their mandate is to demonstrably improve ROI, with reduced budgets, while communicating with skittish audiences that are less inclined to make purchases. Not surprisingly, ...
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• Affiliate Marketing: How to Boost Sales and Minimize Risk by Kimberly Smith
  Affiliate marketing is in a growth stage, strengthened of late by an explosion in the number of bloggers and other site publishers who are recognizing its rewards. But an affiliate program can be catastrophic if they are not well-managed.
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• To Sell During a Recession, Shop a Mile in Their Shoes by Jenny Schade
  Harnessing the power of customer insights throughout your organization produces a powerful, ongoing interactive connection with key constituents that competitors can't duplicate. Beyond the clever words and attention-getting visuals, the connection with the customer truly engages. When the product has ...
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• Think Ahead While Cutting Back: Marketing Priorities in a Recession by Pat LaPointe
  Where do marketers turn once all the fat has long since been trimmed and all that's left is muscle and bone? And how do we break the downward spiral of cut, cut, and cut some more? Here are some ideas ...
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• Tips for CMOs: Five Ways to Keep Your Team off the Chopping Block by Robbie Baxter
  For most CEOs, good marketing is a bit like pornography—it's hard to define precisely, but they know it when they see it. Still, it's clear that one of the problems is that most CEOs cannot put their finger on what ...
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• Top 10 Tips to Recession-Proof Your Lead-Generation PPC Campaigns by William Leake
  by William Leake
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• How to Generate Marketing Leads Efficiently and Increase Marketing Returns by Zephrin Lasker
  Marketers are under pressure to generate returns. Cost-per-lead lead-generation advertising allows online marketers to pay only for leads—not for clicks and impressions that might never convert. Here are four steps to generate leads and increase your returns.
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• Racing Through Recession: Brand Lessons From the Daytona 500 by Ethan Whitehill
  Every February for the last 50 years, stock car enthusiasts across the country have packed their sunscreen and descended on Daytona. This year, unfortunately, the economy also decided to head south. But fear not, race fans. There is hope for the ...
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• Five Tips for Marketing in a Recession by Glenn Gow
  Are we in a recession, or poised to enter one? Maybe, maybe not. However, let's assume that the US economy will be in a recession and that as marketers we need to work within that reality. Here are five tips ...
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• Five Goals of Effective Chief Marketing Officers by Suzanne Lowe
  The role of the Chief Marketing Officer, a title almost unheard of 10 years ago, will continue to expand in the next decade. Marketing is evolving from an art into a science—and it's about time. As CMOs begin to embrace their ...
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• How to Avoid New-Product Pricing Traps by John Hogan
  Most companies are missing a significant opportunity to maximize revenue and profits due to dysfunctional pricing strategies.
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• Get A Grip On Global Sales by Laurel Delaney
  Tough times call for bold decisions. You slash prices to get a grip on global sales, yes? Actually...no.
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• Killer Sacrifices: The Real Effects of Reduced Marketing by Kimberly McCall
  hat happens when a company abruptly ceases all marketing? What's to become of a brand, once beloved and nurtured, when its promotional support has evaporated?
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• You Spent How Much on Lunch?
  Prices on the lunch menu at Maloney & Porcelli are typical of restaurants in its segment: You can start with appetizers like the $14 tuna-and-avocado tartare or the $20 crab ...
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• Brother, Can't You Spare the Time?
  Though the recession may be drawing to a close, we are still dealing with the stark reality of very high unemployment rates. Many people have been without work for far ...
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• Glamp It Up
  Warren Katz uses a post at the Elephant Bites blog to discuss the recession-driven microtrend of "glamping"—a freshly coined portmanteau for glamorous camping. In essence, its proponents want the low-budget ...
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• So, the Recession Is a Good Thing?
  While acknowledging the damage this recession has done to the personal and professional lives of so many people, Freddie Laker also argues that our dark economic cloud has brought with ...
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• Step Up to the Mic!
  You might think the best time to launch a new product or service is during an economic golden age, when customers are plenty and eager to spend their not-so-hard-earned cash. ...
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• Consumer Confidence Down, Present Situation Index Plunges
  The Conference Board Consumer Confidence Index, which had declined in September, deteriorated further in October, as did the Present Situation Index, which plunged to its lowest reading in 26 years.
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• Cable TV Tops List of Moms' Must-Haves
  Cable TV, new clothes and accessories, and restaurant/bar outings are the three things that moms are most reluctant to give up in the name of saving money in this recession. ...
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• Low Prices Will Rule 2009 Holiday Season
  US consumers plan to spend an average of $682.74 during the upcoming holiday season, a 3.2% drop from last year. More than half say sales and low prices will determine ...
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• Prepare to Face a Brave New World
  When dealing with the fallout from an economic downturn, we may try to find comfort in the idea that everything will go back to normal come the upturn. But what ...
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• Halloween Spending Down 15% This Year
  US consumers are cutting back on their Halloween plans this year in response to the state of the economy. Still, plenty of people will be buying costumes for themselves and ...
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• -9.9% Global Ad Spend Growth for 2009
  The first half of 2009 was much tougher on the media industry than expected. As a result, ZenithOptimedia is forecasting global ad spend growth this year at -9.9%, down from ...
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• Gays Prefer Working in States with Marriage Equality
  Other factors being equal, 71% of lesbian, gay, bisexual, and transgender (LGBT) adults would prefer a job with an employer based in a state that recognizes marriage equality over an ...
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• Google's News: Hope for Online Advertising
  Google's announcement of its third-quarter results sounded a welcome note of hope for everyone in this recession—and for online marketers in particular.
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• Would You Like a Tattoo With That?
  "Hoping to keep its 119 rooms filled," writes Hugo Martín at the Los Angeles Times, "Hotel Erwin on Venice Beach is offering an unusual promotion for its countercultural clientele: an ...
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• B2B Marketers Shift Strategy, Focus in 2009
  Read this exclusive excerpt from "B2B Marketing in 2009: Trends in Strategies and Spending," recently published by MarketingProfs and available in full to Premium members.
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• Consumer Confidence at 1-Yr. High
  US consumer sentiment reached a 12-month high in October, according to the most recent results of the RBC CASH (Consumer Attitudes and Spending by Household) Index.
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• Are You Paranoid Enough?
  As the economy shows signs of an upturn, it may be OK to breathe a slight sigh of relief. But only a slight one. This story from the past will ...
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• Recession, Unemployment Drive Medical Site Traffic
  Although overall traffic declined slightly (-3%) to US websites in the health and medical category year-over-year from March 2008 to March 2009, health insurance sites experienced an 11% jump in ...
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• Daft Punk Plays Here
  It's not just the recession; the digital revolution has wreaked havoc on traditional music retailers, who can rarely match online juggernauts like iTunes or eMusic on price or convenience. "As ...
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• Consumer Confidence Dips Again
  After improving in August, The Conference Board Consumer Confidence Index dipped in September and now stands at 53.1 (1985=100). Consumers' outlook on jobs and business conditions in the months ahead ...
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Recession case studies, deconstructing real life examples and illustrating lessons learned

• How IBM Offset the Impact of a Down Economy on Event Attendanceby IBM
  CASE STUDY: How can you confront today's economic headwinds? See how IBM avoided a looming disaster and reached safe harbor with the help of customers and partners.
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• Three Small (Biz) Steps to Increased Product & Service Sales, Recession Editionby Paul Hyland Salon & Day Spa
  CASE STUDY: Sales of luxury products and services have been suffering in the current economy—all the more so for small businesses. But email, coupons, and new-client referral and member-rewards programs have helped this small business beat the recession blues. See how.
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Recession online seminar broadcasts from the best minds in marketing

• When the Budget Axe Falls: What to Cut, What to Keep, What to GrowAttendee rating:  - 3/12/2009
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• Green to Gold: Why Smart Companies Are Going Green (Even in a Recession)Attendee rating:  - 2/12/2009
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Recession marketing downloads for the busy professional

• B2B Marketing in 2009: Trends in Strategies and Spending
  Get the truth about B2B marketing in a tough economy from people who know the business best—B2B marketers themselves. Our special report, B2B Marketing in 2009, provides the most current research on trends in strategies and spending, and how they affect your business.
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