Marketing Successfully in a Recession

" Ever while while American consumers are saving every buck that they possibly can how can companies successfully marketed products in this recession joining us now with some ideas. Donovan -- he is executive director of this CMO council represents marketers for more than 3000. Different companies not a great to see you thank you for coming at a media appreciated so marketing something and a down market like this is when you talk B this is where you earned your stripes. Well did did you don't have the marketing -- used to have so you gotta really stuck to look it would not out which saw how do you deal where do you start you start off by looking at you customers and we have right now 76% of the people we survey just recently that's over 500. Said they weren't realizing the full revenue potential of the customers so before you actually go and spend any money on promotion. Look at what you've got look at -- and up sell cross sell and do have on cell. And that's key and since customers are key how do you retail how to make sure that you get that brand loyalty that you need. Well you don't you don't cut back on customer experience and customer happily there's tends to be a proclivity for I didn't -- You know a lot of people McLean V claiming that Apple has been doing that right now that Apple's been cutting back a lot of people's phone in for for help have been getting kind of nasty storm early responses that's exactly the wrong thing to happen at this moment. Well it's it's a great opportunity to use that touched pointing -- would -- customer. They act together more insights about what the customer needs and wants off the density introduce an offer or another product data on. So you don't just that most companies look at -- from an operational standpoint which just how quickly can I get disposable telephone how quickly -- a process that issue problem rather than this is an opportunity to further engage of course a lot of people just just a source it out to India or something like that maybe now's the time to bring it back home what you see that's what happened with -- that was the definitional pointed Dell's history in -- and had the fortune of working with Michael Dell in the early days when we launched them as PCs woman and went to be Dell computer but that move to take the customer handling of service to India. Really compromise the brand -- and that brand experience. Was always superb because there was more intimacy. I mean the one thing bill has the direct relationship mullah marketing model so they know more about their customers than anybody else and keeping. And on that idea of customers who wherever you find a worker on the front lines where ever they are whether there on the sales floor whether their on the phone doing customer service it's the front line employees that you want to really empower. Exactly and most companies do very poor job of customer data integration -- capturing all the different data. From across those organizations that typically resides in silos. Integrating that extracting meaningful intelligence and analytics so when you when I called in with a problem might charge cut you know that I'm a big project and if you lose me you're gonna cost the raw -- on our request money to it took a wire to acquire all that information call later and so forth so. At this point people are reluctant to spend any money but if they don't their stock. Well actually it's it's not as challenging you think that the problem with data integration has more to do with politics. Silent operations. And -- warfare within organizations and frankly lack of somebody -- I represent the chief marketing officer council. And on our whole advocacy position is to own customer experience own custom that you need a strong manager you've got to have somebody who's got the authority not just the title. The territory Donovan thank you very much fascinating stuff for --"