The actual recession marketing tactics that helped brands survive + how your team 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 neatly.

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

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

On this submit, I’ll assessment 10 firms, together with Touchland, that seen turbulent instances as alternatives to innovate, scale, and construct invaluable loyalty.

1. Touchland

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

In the course of the pandemic, Touchland doubled down on empathy, transparency, and two-way communication through social media, electronic mail, and SMS, making certain their clients 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 advised 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 had been redefining what private care might 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 (probably saving them a reasonably penny) and leaned closely into content material creators, earned media, and impactful storytelling (together with behind-the-scenes footage — something consumers love to see).

What They Obtained Proper

I believe what made Touchland stand out from different hand sanitizer firms throughout the pandemic was their give attention to connecting with clients on a private degree. Take a look at this Instagram submit, for instance.

This present day, the private connection through social media and content material advertising feels extra genuine than paid advertisements. Touchland efficiently tapped into the emotional aspect of self-care, which was particularly resonant throughout a worldwide well being disaster.

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

“In the course of 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 success in actual time, the expertise taught me to guide with decisiveness and belief my instincts.”

What Groups Can Be taught

Constructing two-way dialogue together with your viewers is important. I like to recommend tapping into HubSpot’s conversational chatbot builder as an incredible begin. If you put money into 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, sales for technology increased throughout this time. TeamLogic IT stood out by positioning itself as a cheap, dependable answer to tech ache factors for firms — a transfer I imagine 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.

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What They Obtained Proper

I believe TeamLogic succeeded throughout these troublesome financial instances by staying targeted on the altering wants of their purchasers. They stayed agile and attentive as an alternative of doubling down on their present choices. This is the reason listening to your viewers is so key, whether or not that’s by way of customer surveys or social listening.

What Groups Can Be taught

Focus your choices on what clients want most throughout uncertainty. How will you supply options which are 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 through mail to its clients.

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

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What They Obtained Proper

Netflix might 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 had been prepared to let go of their outdated method of doing issues and put money into the tech of the long run.

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

What Groups Can Be taught

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

4. Citigroup

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

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

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What They Obtained Proper

When your trade is beneath public scrutiny or has suffered a PR disaster, I believe it’s extra vital than ever to lean into your model. What’s your mission? What units you other than opponents? Why ought to clients select you?

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

What Groups Can Be taught

Lead together with your mission. Assist clients know what to anticipate out of your model. Should you really feel that you simply don’t have a powerful model id, I like to recommend utilizing this free guide 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 appropriate. So throughout the 2008 U.S. recession, Lego determined to develop into a worldwide market, concentrating its efforts on constructing income in Europe and Asia.

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

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What They Obtained Proper

Because the 2008 recession was most acutely felt by the U.S., increasing into new worldwide markets that had been higher off financially was an incredible 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 could be the important thing to survival. Should you really feel your present market stagnating, you’ll be able to discover new markets using these tools to develop your attain.

6. Mailchimp

Mailchimp has been by way of quite a bit. The e-mail advertising firm weathered the financial downturn in 2001 (actually, that’s when it was based) and the 2008 recession. In 2008, the corporate altered its total mannequin to grow to be a freemium business. Their income soared after that.

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What They Obtained Proper

I believe Mailchimp is a good instance for different SaaS companies. They knew they provided a beneficial 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 for free of charge. As soon as these companies really appreciated Mailchimp’s service and needed to develop, they had been prepared to pay for the upper tiers.

What Groups Can Be taught

Many shoppers needed 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’ll implement it, too.

Questioning easy methods to worth your SaaS merchandise? Check out this blog.

7. Warby Parker

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

I’m a giant fan of Warby Parker’s mannequin — I simply so occurred to be one among their clients throughout the pandemic. I conveniently chosen 5 frames on-line and had the prospect to check them out at house without cost for 5 days earlier than deciding on which I favored most. As soon as my determination was made, I then despatched them again through a pay as you go label. My choice (this time with my precise prescription) made its approach to me shortly after.

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What They Obtained Proper

Warby Parker was filling a essential hole throughout disaster: Offering a low-pressure and inexpensive method to buy trendy glasses with out leaving your home. By making their service obtainable in a distinct type, Warby Parker was in a position to climate the pandemic when many different firms went out of enterprise and higher serve their clients.

P.S. I nonetheless have my “Hughes” within the Chestnut Crystal immediately — 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 Take a look at.

What Groups Can Be taught

This can be 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 buying that’s nonetheless in demand immediately. Think about how one can higher serve buyer wants or make your providing extra handy to immediately’s clients.

8. Partake Foods

In the course of 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 traders together with Rihanna.

When I exclusively interviewed its founder, Denise Woodard, for Forbes in January 2021, Woodard advised me her grind acquired her very far. “I offered cookies out of my automotive 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.”

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What They Obtained Proper

Woodard’s advertising efforts and crew 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 traces. This sturdy model story and id make Partake meals stand out from different manufacturers, in my view.

What Groups Can Be taught

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

9. Rent The Runway

Lease 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 might expertise luxurious vogue with out the hefty price ticket or long-term dedication of possession.

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

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What They Obtained Proper

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

What Groups Can Be taught

Figuring out client wants is the inspiration for unlocking your most compelling promoting factors. If you really perceive what your clients are fighting, hoping for, or aspiring to, you’ll be able to spotlight the facets 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 presents 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 function within the model’s advertising.

Inside months, Topicals was promoting out repeatedly. I believe Topicals’ success lies in figuring out the underlying reason behind a client ache level coupled with a powerful neighborhood.

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What They Obtained Proper

Topicals created an online community for its clients at a time when most individuals had been remoted and lonely. They took the chance not simply to advertise their product however to genuinely join with their consumers and join them to one another.

Wish to construct an internet neighborhood, too? Use these templates to get began.

What Groups Can Be taught

Think about how one can lean into customized advertising. I wrote about how Topicals does this masterfully in a previous HubSpot article. Making clients really feel particular and appreciated is very vital in powerful instances.

Bear in mind: Alternative is ample in turbulent instances.

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

“Turbulent instances drive readability,” says Lisbona. “They make manufacturers give attention to what really issues to clients and get rid of distractions. In the course of 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 clients are those positioned for lasting influence.