The Hayden Group

Idea # 11: Strategic Marketing in a Down Market

Victoria Hayden — Wed, 03 Jun 2009 23:38:00 -0700

For our May Synergos Event, The Hayden Group conducted a workshop on "Successful Marketing in a Down Market." In our workshop we talked about the strategy of creating marketing messages that empathize with the consumer in a tough economy.

10 Strategic Marketing Ideas for a Down Market

Victoria Hayden — Mon, 20 Apr 2009 18:19:15 -0700

What should we do about marketing in this horrendous economy? Should we spend as little money as possible? Just hunker down in our proverbial storm cellar until the tornado passes? And when we do spend marketing dollars, how should we spend them when everyone in the marketplace is hurting? What are the purchasing drivers, if any, in this market?

These questions are front and center in the minds of Hayden Group Partners, Ellen and Victoria, and in the minds of their clients. So we recently surveyed some of our clients, partners and trusted colleagues. Here are their strategic marketing ideas for a down market:

Synergos Earth Day Eve: Sustainability

Victoria Hayden — Wed, 01 Apr 2009 18:13:00 -0700

Moderator Chris Wark began our Synergos Earth Day Eve event with a definition of sustainability. The term "sustainability," as commonly used today, was originally established in 1987 by the UN World Commission on Environment and Development as activity that "meets the needs of the present generation without compromising the ability of future generations to meet their needs." In other words, sustainability is the idea that our great, great grandchildren should not be burdened by today’s decisions and actions.

Then each of our panelists spoke for 10 minutes.

Dear Microsoft

Victoria Hayden — Mon, 12 Jan 2009 17:41:00 -0800

Did any of you get the Microsoft free standing insert in the 1/12 Wall Street Journal? It's very clever—too clever for it's own good. By the way, I am not talking about a Microsoft email hoax some folks have mentioned to me. I'm talking about an honest-to-goodness printed letter slipped in the fold of my Wall Street Journal.

Sneaky sales techniques

Victoria Hayden — Fri, 09 Jan 2009 10:43:00 -0800

I just fell for one.

"HI, it's John Merrill from Pioneer. I contacted you earlier. I was wondering if you remember me."

I fell hook, line and sinker—felt all guilty for not remembering poor John Merrill.

Turns out he is selling gold. I then made a suggestion for where John Merrill might want to put his gold.

No I did not really make such a suggestion but I felt like it.

What sneaky sales techniques have you fallen for?

Gifts that really DO make a difference

Ellen Rudy — Tue, 23 Dec 2008 15:55:50 -0800

By Ellen Rudy

On December 18th, The Hayden Group, in lieu of our traditional Holiday party, brought Synergos invitees together to volunteer at The Family Giving Tree . This amazing organization connects needy children with gift givers who actually match the child’s wish with the gift (when was the last time you got something you really wanted?). At FGT, volunteers sort, wrap and crate up thousands of gifts. But it’s not the thousands—Barbies, basketballs, sweaters, DVDs-- that make such an impression. Each gift has the child’s name and age and what he or she asked for. With every gift you tag, or wrap, or sort, you feel a personal connection to the child at the other end, as well as to the very generous people who made that child’s wish come true. A truly moving experience. Despite these terrible economic times, thousands of children WILL have a Merry Christmas. I am still smiling as I write this…..

We hope to go back next year (one of our guests has already been back 2 times!)—and hope that even more of you can join us. It really IS better to give than to receive.

"I had such a great time Thursday,,that I showed up Friday at 10:00 and left around 1:30 barely stopping to catch my breath and loved every minute. They are truly a well-oiled machine as far as volunteers go--Friday morning they had about 200-300 volunteers from about 20 different companies (and that was just one of four shifts that day)! Again, thanks for letting us know of and be part of such a great organization."

gregory case
gregory case photography
www.gregorycase.com

Holiday Job Hunting: a gift for you

Victoria Hayden — Wed, 26 Nov 2008 09:39:00 -0800

Here are the top seven myths about job hunting:
1. It’s a waste of time to look for a job between Thanksgiving and New Years!
2. If a company isn’t hiring or a job is not posted there is no job.
3. The Internet is the best place to get an interview/job.
4. The most qualified job seekers get the best jobs.
5. It’s not what you know but “who you know.”
6. Lowering your salary will get you a job.
7. Qualified job seekers should not have to sell themselves.

Are you looking for a job? Are you looking for a better job? Are you afraid you may need to look for a job soon? Here’s a secret. The holiday season is actually a good time to look for a job. First, there is less competition because other folks give up during the holiday. Many hiring budgets become available in January. If you are not on the playing field by then, you are not in the game.

My friend and colleague, Rebecca Kieler is starting an intensive three-week Holiday Job Hunting Boot Camp. Each week includes one hour-long tele-class, one hour-long tele-networking group session, and 30 minutes of individual consulting. Cost: $297. That’s about what you’d pay for an interview suit and a haircut—assuming, you get the interview.

The group starts December 1 and she has four slots left. Details of her program follow.

The death of common sense in an automated world

Victoria Hayden — Thu, 31 Jul 2008 15:14:00 -0700

My son’s birthday is this week. He is in summer school and the class will have a traditional pizza and cup cake celebration in honor of his birthday.

I have business meetings tomorrow so I arrange to have the pizzas delivered. What pizza place do you use, I ask my son’s teacher? Round Table she says.

Marketing in a recession

Victoria Hayden — Mon, 30 Jun 2008 14:10:00 -0700

Move to a position of POWER.

We are in a "recession," or whatever. Feels like a recession to me so let's go with that.

What are you going to do about marketing? Ride it out? Take down your sails. Turn off the motor. Ride the waves. Batten down the hatches and hide in the cabin until the storm passes? Give up control?