Document Actions
Recession Marketing Tips from NMG
January 2009
Doesn’t it seem like everywhere you turn these days all you hear about is how bad the economy is doing?
At New Media Gateway, we feel that history always teaches us valuable lessons- especially when it comes to marketing.
If this is the worst economic downfall of this lifetime, let us examine an amazing success story of how a company was able to leap-frog the industry leader in this country’s worst economic time … The Great Depression.
How did Goodyear Tire become the national tire sales leader then, and still retain that title today? They achieved success with brand building, strong brand reinforcement, and with highly intelligent marketing tactics.
You have to remember that during this time period the government rationed almost everything, including tires. This left Goodyear little to sell to the consumer, whose pockets were even tighter than Company’s might be today.
Goodyear viewed this crisis as an opportunity; they found a way to appeal to the public by using standard print ads, which was nothing new. The key difference was their new message; it included tips on extending tire wear and examples of how Goodyear's products were helping American soldiers fighting abroad, and how their consumers could help in the fight through conservation.
This resonated with their target audience (the American consumer), effectively bringing in new clientele, while also increasing brand awareness. When the war was over - Goodyear emerged as the new national tire sales leader.
Marketers can follow Goodyear’s example by pushing the boundaries of digital marketing. Leveraging today’s marketing mediums (search engines, video content, email marketing, and more) can enable Company to cost-effectively reach its targets with the type of message that can resonate and create great success.
New Media Gateway has been helping its clients to raise the bar in their marketing, sales, and communication efforts since 1998.