Are Brand Ambassador Movements Recession Proof?
[Originally posted by Spike on Brains on Fire.]
It seems like everywhere you turn right now, everyone is talking about a coming economic recession. The news, politicians, financial forecasters, etc, etc. A lot of people agree. And a lot of people don’t agree. (Personally, I think the easiest way for a recession to happen is to have a lot of people talking about a coming recession.)
But I digress.
Historically, when a recession DOES, in fact, happen, what’s the first budget to get cut within companies? That’s right, the marketing and advertising budgets. It never fails. But what about those programs a handful of companies put into place that engages and empowers their customers to own the message and ultimately own the brand? What happens when there’s no money or at least a budget that gets cut? Well, built from the beginning with sustainability as a focus, they can not only survive, but thrive.
We’ve watched, first-hand, a program that went from over a half-million dollars in spending shrink to $50,000. And what happened in the tiny budget years? The activity and numbers actually GREW. Why? Because the people owned it. They had the tools and methods (and invented the tools) to keep on going. But more importantly, they had the desire and the sense of ownership to keep on going.
In fact, we’ve all seen that when remarkable companies that have a special place in their customer’s hearts, those passionate evangelists will pick up and carry the cause of that company long after the budgets dry up - and sometimes, even when the product itself is gone.
So I would venture to say that creating a fascinating, inspiring, rewarding and engaging movement that’s transparent, honest and invites your customers into the fold is, in fact, recession proof. And if those reports, politicians and doom-and-gloom forecasters are right, would you rather bank on a wing-and-a-prayer method, or integrate something into those efforts that can stand the test of time (and budgets)?
