The actual recession marketing tactics that helped brands survived how their team can implement them

In 2020, I interviewed Andrea Lisbona for Forbes About her less than two years of hand disinfection brand, Touchland. The pandemic has done chaos and the very green startup had to act quickly and intelligently.

You did – tightened your marketing strategy to meet the requirements of time. It was a real-time master class in surviving turbulent periods.

Fast lead to this day: if the youngest 700 million US dollar acquisition by Church & Dwight It is an indication that Touchland has not only survived – you have established yourself as the main guider for the main category.

In this post I will check 10 companies, including Touchland, which are examining turbulent times as opportunities for innovation, scaling and building pricing.

1. Touchland

Touchland sells manual disinfectant as well as body and hair frames. They have beautiful scents and unique packaging for their products to transform secluded moments into little joy.

During the pandemic, Townland doubled about empathy, transparency and two-way communication via social media, emails and SMS to ensure that their customers were seen and supported.

“In a time of global uncertainty, we have bowed to uplifting sensory experiences that helped people feel a feeling of joy,” Lisbona told me in a newer check-in for this piece. “It was important to lead with transparency, empathy and innovation. We not only sold a product; we redefine how personal care could feel.”

They have felt less like a goods and more like a personal care experience. They let traditional ads (probably a pretty cent save) and leaned heavily into content creators, deserved media and effective storytelling (including behind-the-cenes film material Es that consumers are welcome to see.

What they got right

I think what Touchland took from other hand -established companies during the pandemic was the focus on a personal level. For example, take a look at this Instagram contribution.

Nowadays, the personal connection via social media and content marketing feels more authentic ads than paid advertisements. Touchland successfully typed the emotional side of self -sufficiency, which was particularly resonant in a global health crisis.

“One of the greatest lessons was that agility exceeds perfection,” said Lisbona.

“During the pandemic we had to make quick, important decisions with incomplete information. Whether it was our news, adapting the supply chain operations or scaling the fulfillment in real time, experience taught me to conduct determination and to trust my instincts.”

What teams can learn

The structure of two-way dialogue with your audience is of crucial importance. I recommend using lifting spots Conversational Chatbot Builder As a good start. If you invest in community -oriented brand structure, this makes the difference.

2. Team logic IT

Teamlogic offers IT solutions and consulting services for small companies. It was particularly relevant during the 2008 recession. In fact, The sales for the technology increased During this time. Teamlogic Es stood out by it as an inexpensive, reliable solution for technical pain points for companies positioned-a step that I believe was the key to their success.

Fast lead to pandemic and the same customer strategy was used. With the shift of the shift in the direction of hybrid work environments, Teamlogic helped develop IT infrastructures that could do justice to both remote and in office operations.

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What they got right

I think Teamlogic was successful in these difficult economic times by focusing on the changing needs of its customers. They remained agile and attentive instead of double their current offers. For this reason, it is so important to listen to your audience whether this goes through Customer surveys or Listening social issues.

What teams can learn

Concentrate your offers on what customers need the most during uncertainty. How can you offer solutions that are both cost -effective? And reliable?

3. Netflix

Netflix does not need an introduction. But in the event that you have forgotten (or are too young to remember), Netflix was not always the streaming giant you are now. They used to rent physical DVDs that were sent to its customers by post.

When Netflix realized that physical video businesses and DVD rentals failed, they began to work with Xbox and other platforms to make films accessible, affordable and digital-just in time for the recession ’08, when people searched for a simple entertainment.

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What they got right

Netflix could easily have had the way of the dinosaurs, together with so many other outdated technologies. Instead, the company has thrown because they were ready to do their old way of doing things and invest in the technology of the future.

At that time it changed from physically to virtual, while today it was A hug. What remains consistent is that innovation is the key to long -term success.

What teams can learn

Don’t be afraid of innovations to meet the behavior and needs of the consumer. Staying relevant is the only way to thrive.

4. Citigroup

Banks do not have the best reputation in recessions – economic swings form a lot of skepticism and distrust of financial institutions, which is understandable. However, Citigroup became one of the few banks that actually expand its assets after the recession by focusing on high quality branding, building trust and supporting local communities.

For example, you have started efforts to support affordable living and small business loans. They also financed non -profit organizations that provided financial competence.

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What they got right

If your industry is being publicly checked or a PR crisis has suffered, I think that it is more important than ever leaning into your brand. What is your mission? What distinguishes them from competitors? Why should customers choose?

Show things. It is not enough to offer great services – when it comes to being a valuable resource, a solid trust and loyalty provides. Teams that go beyond their core offers to really support their customers and communities.

What teams can learn

Lead with your mission. Help the customer know what you can expect from your brand. If you feel like you have no strong brand identity, I recommend using it This free guide To explore, define and communicate your “why”.

5. Lego

You can assume that the toy industry will be classified as unbearable during a recession – and they would be right. During the 2008 US recession, Lego decided to expand into a global market and to concentrate its efforts to build income in Europe and Asia.

The company achieved high profitability always By finding that the best way to survive a domestic storm was to exchange ideas on undeveloped territory.

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What they got right

Since the 2008 recession was most noticeable from the United States, it was a great step for a brand that sells unguarded goods into new international markets that were better afterwards.

What teams can learn

If you think small, it costs (literally). If your home market is difficult, it can be the key to survival to look beyond the familiar borders and explore new opportunities. If you believe that your current market is stagnating, you can explore new markets with these tools to expand your reach.

6. Mailchimp

Mailchimp went through a lot. The e -mail marketing company survived the economic downturn in 2001 (in fact it was founded) And The recession from 2008. In 2008, the company changed its entire model to become a freemium business. Your income rose afterwards.

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What they got right

I think Mailchimp is a good example for other SaaS companies. They knew that they offered a valuable service and that many companies would benefit from it, but they realized that the tightening of budgets would prevent brands from registering.

By offering a freemium plan, you could offer companies real added value free of charge for the company. As soon as these companies really appreciated and wanted to grow Mailchimp’s service, they were ready to pay the higher levels.

What teams can learn

Many customers wanted to use MailChimp during the recession because it was free. By adapting to the time and offering a free product, the brand was able to grow. You have retained this business model since then – and you can also implement it.

Are you wondering how you can rate your SaaS products? Take a look at this blog.

7. Warby Parker

Warby Parker sells glasses personally and online. They sell frames for prescription glasses as well as sunglasses and contacts. What really strikes me is your innovative way of selling frames online.

I am a big fan of Warby Parkers Model – I happened to be one of her customers during pandemic. I conveniently selected five frames online and had the opportunity to test them at home free of charge for five days before I decided that I liked the most. As soon as my decision was made, I sent it back via a prepaid label. My selection (this time with my actual recipe) made itself to me shortly afterwards.

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What they got right

Warby Parker filled a necessary gap during the crisis: a low and affordable way to buy fashionable glasses without leaving her house. Warby Parker was able to survive the pandemic when many other companies made available in a different form than many other companies went out of business And Serve your customers better.

PS I still have my “Hughes” in the chestnut crystal today – only with an updated recipe. Warby even sends me memories when my recipe approaches, together with the suggestion to use her own virtual vision test.

What teams can learn

This is an apprenticeship about how teams can use industrial needs and the most important, not created pain points. Warby Parker created a solution for tedious and expensive glasses purchases that are still in demand today. Think about how you can better use customer needs or make your offer more convenient for today’s customers.

8. Participate food

During the pandemic, food, a snack company in early stages, took part for those with great food allergies. At the end of December 2020, a financing round of 4.8 million US dollars, led by investors such as Rihanna.

When I only interviewed his founderDenise Woodard, for Forbes In January 2021, Woodard told me that her grind had brought her very far. “I sold cookies from my car in New York on the street in New York every day. I drove to natural grocery stores every day and made demos every day … there is so much longer.”

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What they got right

The marketing efforts and the Woodard team developed from these early days, but this practical approach, a targeted storytelling (such as rejecting Woodard’s food allergies of their own daughter who inspired the brand) and the Spirit of Connection remain important through the lines. In my opinion, this strong brand history and identity can be lifted from other brands from other brands.

What teams can learn

Do not underestimate the value of mission -driven branding. It is often what emphasizes it and builds permanent loyalty, especially in crowded markets. A strong story and message, also with a niche concept or a product, can make the difference.

9. Rent the runway

Rent The Runway was launched in 2009 to offer high-end clothing and accessories for subscription or a unique rental base. The brand was a saving grace during the recession man with much closer budgets could experience luxury fashion without the strong price or long-term commitment of property.

In addition, RTR was a welcome option for a growing consumer base, which is aware of sustainability and careful consumption.

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What they got right

RTR changed luxury clothing forever. When they realized that most people had no money to burn fancy clothing for an opportunity, they found that they had the opportunity to convert a one-time purchase into a rental/subscription model.

What teams can learn

Recognizing the needs of consumers is the basis for the development of their most convincing sales points. If you really understand what your customers have to fight, hope for or strive for them, you can highlight the aspects of your product or service that are most important for you. Try to think outside the plate to disturb the standards and offer something new.

10. Topical

Topicals, which offers science -supported tailor -made skin care solutions that were brought onto the market in August 2020 at the climax of Covid. Stigmata in relation to skin problems and the effects on mental health played a major role in the brand’s marketing.

Topicals were repainted repeatedly within months. I think the success of topicals lies in the identification of the underlying cause of a consumer pain point that is paired with a strong community.

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What they got right

Topicals created an online community for their customers at a time when most people were isolated and lonely. They took the opportunity not only to promote their product, but to really connect with their buyers And Connect them.

Would you also like to build an online community? Use These templates begin.

What teams can learn

Think about how you can support yourself in personalized marketing. I wrote about how current this makes this masterful in an earlier Drift Kings Media article. Customers feel special and valued, is particularly important in difficult times.

Remember: There are plenty of opportunities in turbulent times.

When I spoke to Touchland about five years ago, I knew it was ready for size. Why? Because his fearless leader had the right attitude and mission.

“Turbulent times force clarity,” says Lisbona. “They let brands concentrate on what is really important for customers and eliminates distractions. During the pandemic we saw an increase in demand for hand disinfectants, but what was more important, we saw a desire for increased self -sufficiency. This insight made it possible for us not to position Touchland as a supply, but as a thoughtful moment in the routines of the people.”

I am inspired by brands like Touchland who use uncertain times to double your why. We can all agree that the state of the world will always be unpredictable, but the companies that are fixed in their purpose are not afraid of turning and remaining on the most urgent needs of their customers are those that are positioned for permanent effect.