The precise recession advertising and marketing techniques that helped manufacturers survive + how your workforce can implement them

In 2020, I interviewed Andrea Lisbona for Forbes about her lower than two-year-old hand sanitizer model, Touchland. The pandemic was wreaking havoc and the very inexperienced startup wanted to behave rapidly and well.

That they did — tightening their advertising and marketing technique to satisfy the calls for of the instances. It was a real-time masterclass in surviving turbulent durations.

Quick ahead to at this time: If the current $700 million acquisition by Church & Dwight is any indication, Touchland didn’t simply survive — they’ve established themselves as a serious class chief.

On this put up, I’ll evaluation 10 firms, together with Touchland, that considered turbulent instances as alternatives to innovate, scale, and construct invaluable loyalty.

1. Touchland

Touchland sells hand sanitizers and physique and hair fragrances. They function beautiful scents and distinctive packaging for his or her merchandise, aiming to show mundane moments into little bursts of enjoyment.

Throughout the pandemic, Touchland doubled down on empathy, transparency, and two-way communication by way of social media, electronic mail, and SMS, making certain their prospects felt seen and supported.

“Throughout a time of worldwide uncertainty, we leaned into uplifting, sensorial experiences that helped individuals really feel a way of pleasure,” Lisbona informed me in a more moderen check-in for this piece. “It was vital to guide with transparency, empathy, and innovation. We weren’t simply promoting a product; we have been redefining what private care may really feel like.”

Getting down to make hand sanitizer really feel much less like a commodity and extra like a private care expertise, they ditched conventional advertisements (seemingly saving them a fairly penny) and leaned closely into content material creators, earned media, and impactful storytelling (together with behind-the-scenes footage — one thing shoppers like to see).

What They Acquired Proper

I believe what made Touchland stand out from different hand sanitizer firms throughout the pandemic was their concentrate on connecting with prospects on a private stage. Try this Instagram put up, for instance.

At the present time, the non-public connection by way of social media and content material advertising and marketing feels extra genuine than paid advertisements. Touchland efficiently tapped into the emotional aspect of self-care, which was particularly resonant throughout a world well being disaster.

“One of many largest classes was that agility beats perfection,” shares Lisbona.

“Throughout the pandemic, we needed to make quick, key choices with incomplete data. Whether or not it was pivoting our messaging, adjusting provide chain operations, or scaling achievement in actual time, the expertise taught me to guide with decisiveness and belief my instincts.”

What Groups Can Be taught

Constructing two-way dialogue along with your viewers is significant. I like to recommend tapping into HubSpot’s conversational chatbot builder as an excellent begin. Whenever you spend money on community-oriented model constructing, it makes all of the distinction.

2. TeamLogic IT

TeamLogic supplies IT options and consulting companies for small companies. It was significantly related throughout the 2008 recession. The truth is, gross sales for expertise elevated throughout this time. TeamLogic IT stood out by positioning itself as an economical, dependable resolution to tech ache factors for firms — a transfer I consider was key to their success.

Quick-forward to the pandemic, and the identical customer-first technique was utilized. Responding to the shift in direction of hybrid work environments, TeamLogic IT helped companies develop IT infrastructures that would accommodate each distant and in-office operations.

Supply

What They Acquired Proper

I believe TeamLogic succeeded throughout these tough financial instances by staying targeted on the altering wants of their shoppers. They stayed agile and attentive as a substitute of doubling down on their present choices. Because of this listening to your viewers is so key, whether or not that’s by way of buyer surveys or social listening.

What Groups Can Be taught

Focus your choices on what prospects want most throughout uncertainty. How are you going to supply options which can be each cost-efficient and dependable?

3. Netflix

Netflix wants no introduction. However in case you’ve forgotten (or are too younger to recollect), Netflix wasn’t at all times the streaming big they’re now. They used to lease bodily DVDs despatched by way of mail to its prospects.

When Netflix acknowledged bodily video shops and DVD leases have been failing, they began partnering with Xbox and different platforms to make movies accessible, reasonably priced, and digital — simply in time for the ‘08 recession when individuals have been looking for simple, at-home leisure.

Supply

What They Acquired Proper

Netflix may have simply gone the best way of the dinosaurs, together with so many different outdated applied sciences. As an alternative, the corporate thrived as a result of they have been prepared to let go of their previous means of doing issues and spend money on the tech of the long run.

Again then, it was switching from bodily to digital, whereas at this time it’s about embracing AI. What stays constant is that innovation is vital for long-term success.

What Groups Can Be taught

Don’t be afraid to innovate to satisfy shifting shopper behaviors and desires. Staying related is the one strategy to thrive.

4. Citigroup

Banks don’t precisely have the very best repute throughout recessions — financial downturns breed a variety of skepticism and mistrust for monetary establishments, which is comprehensible. However Citigroup turned one of many few banks to really develop its property post-recession by specializing in high quality branding, constructing belief, and supporting native communities.

For instance, they launched efforts to help reasonably priced housing and small enterprise lending. In addition they funded non-profit organizations that supplied monetary literacy.

Supply

What They Acquired Proper

When your trade is underneath public scrutiny or has suffered a PR disaster, I believe it’s extra essential than ever to lean into your model. What’s your mission? What units you aside from opponents? Why ought to prospects select you?

Exhibiting up issues. It’s not sufficient to only supply nice companies — going the additional mile in being a precious useful resource yields stable belief and loyalty. Groups that transcend their core choices to genuinely help their prospects and communities stand out.

What Groups Can Be taught

Lead along with your mission. Assist prospects know what to anticipate out of your model. For those who really feel that you just don’t have a robust model id, I like to recommend utilizing this free information to discover, outline, and talk your “why.”

5. Lego

You would possibly assume the toy trade can be deemed unessential throughout a recession — and also you’d be right. So throughout the 2008 U.S. recession, Lego determined to increase into a world market, concentrating its efforts on constructing income in Europe and Asia.

The corporate reached an all-time excessive profitability by figuring out that one of the best ways to climate a home storm was to set its sights on untapped territory.

Supply

What They Acquired Proper

Because the 2008 recession was most acutely felt by the U.S., increasing into new worldwide markets that have been higher off financially was an excellent transfer for a model promoting unessential items.

What Groups Can Be taught

Considering small (actually) will price you. When your house market is hard, trying past acquainted borders and exploring new alternatives may be the important thing to survival. For those who really feel your present market stagnating, you possibly can discover new markets utilizing these instruments to increase your attain.

6. Mailchimp

Mailchimp has been by way of loads. The e-mail advertising and marketing firm weathered the financial downturn in 2001 (the truth is, that’s when it was based) and the 2008 recession. In 2008, the corporate altered its complete mannequin to turn out to be a freemium enterprise. Their income soared after that.

Supply

What They Acquired Proper

I believe Mailchimp is a superb instance for different SaaS companies. They knew they supplied a precious service and that many firms would profit from it, however they acknowledged that tightening budgets would stop manufacturers from signing up.

By providing a freemium plan, they may present actual worth to companies without charge. As soon as these companies actually appreciated Mailchimp’s service and wished to develop, they have been prepared to pay for the upper tiers.

What Groups Can Be taught

Many shoppers wished to make use of Mailchimp throughout the recession as a result of it was free. By adjusting to the instances and providing a no-cost product, the model was in a position to develop. They’ve maintained this enterprise mannequin ever since — and you may implement it, too.

Questioning find out how to worth your SaaS merchandise? Try this weblog.

7. Warby Parker

Warby Parker sells glasses in individual and on-line. They promote frames for prescription glasses in addition to sun shades and contacts. What actually stands out to me is their modern means of promoting frames on-line.

I’m an enormous fan of Warby Parker’s mannequin — I simply so occurred to be certainly one of their prospects throughout the pandemic. I conveniently chosen 5 frames on-line and had the possibility to check them out at residence without spending a dime for 5 days earlier than deciding on which I favored most. As soon as my determination was made, I then despatched them again by way of a pay as you go label. My choice (this time with my precise prescription) made its strategy to me shortly after.

Supply

What They Acquired Proper

Warby Parker was filling a obligatory hole throughout disaster: Offering a low-pressure and reasonably priced means to buy trendy glasses with out leaving your own home. By making their service accessible in a special kind, Warby Parker was in a position to climate the pandemic when many different firms went out of enterprise and higher serve their prospects.

P.S. I nonetheless have my “Hughes” within the Chestnut Crystal at this time — simply with an up to date prescription. Warby even sends me reminders when my prescription is nearing expiration, together with a suggestion to make use of their very own Digital Imaginative and prescient Check.

What Groups Can Be taught

It is a lesson in how groups can capitalize on trade wants and main unaddressed ache factors. Warby Parker created an answer to tedious and costly eyewear purchasing that’s nonetheless in demand at this time. Think about how one can higher serve buyer wants or make your providing extra handy to at this time’s prospects.

8. Partake Meals

Throughout the pandemic, Partake Meals, an early-stage snack firm catering to these with main meals allergic reactions, was thriving. It closed a $4.8 million sequence A funding spherical in late December 2020, led by buyers together with Rihanna.

When I solely interviewed its founder, Denise Woodard, for Forbes in January 2021, Woodard informed me her grind acquired her very far. “I offered cookies out of my automobile up and down the road in New York each single day; I drove to pure meals shops and did demos each single day . . . there’s a lot of an extended grind.”

Supply

What They Acquired Proper

Woodard’s advertising and marketing efforts and workforce have developed from these early days, however this hands-on method, purpose-driven storytelling (like leaning into the meals allergic reactions of Woodard’s personal daughter who impressed the model), and spirit of connection stay main by way of strains. This sturdy model story and id make Partake meals stand out from different manufacturers, for my part.

What Groups Can Be taught

Don’t underestimate the worth of mission-driven branding; it’s typically what makes you stand out and construct lasting loyalty, particularly in crowded markets. A robust story and message, even with a distinct segment idea or product, could make all of the distinction.

9. Hire The Runway

Hire The Runway launched in 2009 to supply high-end attire and equipment on a subscription or one-time rental foundation. The model was a saving grace throughout the recession — individuals with a lot tighter budgets may expertise luxurious style with out the hefty price ticket or long-term dedication of possession.

What’s extra, RTR was a welcome possibility for a rising shopper base aware of sustainability and conscious consumption.

Supply

What They Acquired Proper

RTR modified luxurious attire purchasing perpetually. Recognizing that most individuals didn’t have cash to burn on fancy garments for one event, they realized they’d a chance to alter a one-time buy right into a rental/subscription mannequin.

What Groups Can Be taught

Figuring out shopper wants is the inspiration for unlocking your most compelling promoting factors. Whenever you actually perceive what your prospects are fighting, hoping for, or aspiring to, you possibly can spotlight the elements of your services or products that matter most to them. Attempt considering exterior of the field to disrupt the norms and supply one thing new.

10. Topicals

Topicals, which gives science-backed tailor-made skin-care options, launched in August 2020 on the peak of COVID. Stigmas round pores and skin points and the way it impacts psychological well being performed an enormous position within the model’s advertising and marketing.

Inside months, Topicals was promoting out repeatedly. I believe Topicals’ success lies in figuring out the underlying explanation for a shopper ache level coupled with a robust group.

Supply

What They Acquired Proper

Topicals created an on-line group for its prospects at a time when most individuals have been remoted and lonely. They took the chance not simply to advertise their product however to genuinely join with their patrons and join them to one another.

Wish to construct a web-based group, too? Use these templates to get began.

What Groups Can Be taught

Think about how one can lean into customized advertising and marketing. I wrote about how Topicals does this masterfully in a earlier HubSpot article. Making prospects really feel particular and appreciated is particularly essential in robust instances.

Bear in mind: Alternative is ample in turbulent instances.

Talking to Touchland some 5 years in the past, I knew it was poised for greatness. Why? As a result of its fearless chief had the suitable mindset and mission.

“Turbulent instances power readability,” says Lisbona. “They make manufacturers concentrate on what actually issues to prospects and get rid of distractions. Throughout the pandemic, we noticed a surge in demand for hand sanitizers, however extra importantly, we noticed a want for elevated self-care. That perception allowed us to place Touchland not as a utility, however as an indulgent second of pleasure in individuals’s routines.”

I’m impressed by manufacturers like Touchland that use unsure instances to double down on their why. We are able to all agree that the state of the world will at all times be unpredictable, however the firms that stand agency of their goal, aren’t afraid to pivot, and keep attuned to probably the most urgent wants of their prospects are those positioned for lasting impression.