🍱 9 steps to recession proof your marketing; Read that marketing book; The rise of Influencer capital

Anything’s possible if you’ve got enough nerve

Hello and welcome back to The Marketing Kable, where we're inspiring you with ideas, voices and campaigns we've curated just for you.

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something to read

rage, rage, against the dying of the light. Recessions are cyclical and notoriously difficult to predict; they can catch even the savviest economists off guard. Quite like the Dementors of Azkaban, they make every marketer wish for a Defence against the Dark Arts teacher. But despite all the doom and gloom, companies can tap-dance their way to the other side - so long as they don't forget the lessons of history. Mark Ritson has a 9 - Step plan against the Big Bad.

retain the long: Seeing marketing as a cost is an "idiot move". Sure, spending marketing dollars during a recession may not yield immediate rewards, but when the economy starts to bounce back, those who kept the meter running will have an advantage over their economising competitors.

excess share of voice (ESOV): Keep calm and carry on marketing. Some may panic and slash their budgets, leaving them vulnerable. Smart brands will stay the course, setting themselves up for a fantastic comeback when the economy recovers. 

consider maintaining shorter spend: Depending on your industry, maintain or increase performance marketing to drive immediate ROI.

elusive balance: While it's important to tighten your belt and trim the fat during a recession, don't forget to also invest in growth strategies that will help you not just survive, but thrive. Be frugal and fierce - cut costs where you can, but don't be afraid to spend on initiatives that will set you up for success in the long run.

strategic changes to targeting and positioning: Jack be nimble, Jack be slick, Jack respond to those market moves quick. Take advantage of the recession to experiment with new tactics and strategies that may not have been possible during prosperous times. 

increasing prices: Recessions and inflation are typically like oil and water, but in these strange times, they're more like salt and caramel - a weird and potentially painful combination. Whether you're raising prices to keep up with costs or lowering them as a long-term strategy, be transparent and stick to your guns. Don't use pricing as a gimmick to drive sales - it's a recipe for disaster. 

orientation change: For some companies, having a clear "purpose" can be a lifesaver during a recession. But for others who treated "purpose" like a trendy buzzword without considering its relevance to their products, a recession will be a harsh wake-up call and force them to prioritize profit over "purpose." If your "purpose" is just empty words it's not worth the paper it's printed on, recession or no recession.

no more failure: This is one we love at The Marketing Kable. There is no imperative to fail and learn or to lose much money because failure became the poster child of every overvalued startup and VC with a wallet. Learn from your S.U.C.C.E.S.S.E.S, Padawan. Learn from your market.

Above all, use past recessions as a guide to navigate the challenges ahead and come out stronger on the other side.

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something to watch

let's press pause. What does ADHD feel like? 

"Like opening 100 tabs in your browser all at once and trying to do something different in each one at the same time. And then someone walks up and wants a conversation." - Jennifer Arnott

ADHD, or Attention Deficit Hyperactivity Disorder, is a neurological condition that impacts your ability to pay attention, sit still, and control your actions. One in nine children has ADHD. Early detection and a thorough treatment and education plan can help a child or adults with ADHD manage their symptoms.

This short by Outride, a non-profit organisation, wonderfully depicts the inner chaos of young people with ADHD. The music and visuals mirror the fast pacing thoughts that tear through the atypical minds of those struggling to live "normal" lives. Wrought with care, kindness and empathy, this is storytelling at its finest. 

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something to listen to

here comes the marketer-whisperer. Ever pick up a marketing book inspired by the blurb, only to be utterly disappointed? Inspiration is a subjective thing. There are a lot of marketing books out there, all claiming to have the answers to every marketer's burning questions. Which one to buy? Which one to read? 

Fret no more. The Marketing Book podcast hosted by Douglas Burdett features weekly interviews with marketers who have new books coming out, and they share tips and insights that give you a little extra nudge.

You don't have a Time Turner, and you can't read every book out there, so just let the author entice you!

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Everyone needs a little marketing inspiration in their lives. Recommend The Marketing Kable to a friend.

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something to inspire

need new nouns? Spark your creativity with this quirky tool that generates Random Nouns. 

Jumpstart your writing when the words aren't coming. We've all been there, staring at a blank screen that seems to be sniggering at the lacklustre words we've written. Let Random Nouns help you break through that block and unleash your inner Bathilda Bagshot.

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something to learn

learning is a marketer's best friend. For those of you who kept waiting for your letter from Hogwarts and died inside when it never came, we've got something close - Futurelearn, a portal which teaches you magic spells and potions to help you become a clever little witch or wizard.

Okay, fine, they don't teach classes like Charms and Transfiguration, but you get to explore free courses like Social Change: How Can Marketing Help? and Digital Skills: Web Analytics - to make your own kind of marketing magic. What are you waiting for?

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bonus read

Influenzas gonna influence. Malcolm Harris takes a deep dive into the rise of influencer capital, tracing the phenomenon as far back as the early 20th century. And there you were, believing the Kardashians 'invented' Influenza marketing. 

Journey with Harris to understand how the attention economy is built, shaped and propagated by influencers who convince consumers to make purchase decisions based not on the value of the products but on the cult of personality. 

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