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Using the Recession as Marketing Fodder

02 February 2009 | social-media | 0 Comment

new media at its finest

RecessISon!

I recently learned from Brains on Fire that the ultra fancy Morgan Hotel Group has sponsored the blog that plays on the current recession, called recessISon. Above is a letter from Morgan Hotel Group that takes advantage of down times instead of letting it get them down.

Taking advantage of bad news:

How exactly does your business take advantage of bad news? Do you go as far as the Morgan Hotel Group and sponsor an entire site that says “f**k the recession” or do you find your own creative way? The main ingredient in an online presence is authenticity so what kind of brand do you have? Are you silly like MHG or does your brand typically take a more formal stance?

Bad times are human

Let’s say that you are a more starched shirt kind of company, that’s okay- instead of a letter with cuss words, maybe your public online face person can poke fun at the recession by writing a satirical comment on Twitter about how the dollar bill toilet paper rolls have been removed from the bathrooms and Jeeves no longer gives foot massages during conference calls. Or, if you’re a corporation, it might be time to talk about the nitty gritty of the recession- how exactly have you had to cut back? Say it out loud! This is a chance to humanize your brand. Don’t stick to the timeless line of “it’s a good time to buy” if it’s not true- be honest and be true to your brand’s personality. Use the bad times to be human, social media gives an opportunity to humanize your brand like never before.

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