In-bound From Obama: 10 Ideas for 2009

Measure Green, Make Green
While the economy was clearly the focus of the presidential campaign, during the primaries Obama credited the support of environmentalists who among others helped push him to victory. The Obama-Biden “New Energy for America” plan is an aggressive call for all companies to examine their carbon footprint and do something about it.

Expect to hear more about “supply chain environmentalism” which calls for marketers not only to consider what goes into their products but also to track the environmental impact of their entire supply chains. This in turn will create opportunities for companies like Enviance, whose software helps large companies measure and track emissions, and sites like GoodGuide.com, which rates products by their “greenness.” Green-savvy marketers will make the tracking of their environmental initiatives transparent, which will appeal to shareholders, regulators and potential consumers.

Do Well by Doing Good
The Obama campaign enlisted millions to give a little money for the cause of “change.” People stepped up because they felt part of something bigger than themselves. Now with donations to non-profits declining in lock step with the tanking economy, marketers have a unique opportunity to step up and show consumers they care about more than just sales, and prove that they are concerned with the well-being of the community.

A recent PR Week study shows a close relationship between consumer perception and corporate social responsibility—companies that are well-known for doing good have stronger word of mouth and more loyal customers. For example, 63% of Americans claim to have purchased a product because of a charitable association with the brand.  The key is to pick a non-profit that makes sense for your organization, get employees involved and make the support meaningful, like Home Depot’s commitment to Habitat for Humanity, to whom it is donating $30 million for a national green building project called “Partners in Sustainable Building.”

Define your Value
Taxes remained a dirty word in the 2008 presidential race as rising unemployment and falling home prices tightened pocketbooks. Marketers are facing a newly chastened non-consuming consumer with 65% of moms eliminating purchases that aren’t “absolutely necessary” and 52% who are just plain “cutting back,” according to an Allen & Gerritsen study. It’s gotten so bad that orders for mall Santa Clauses are down 50% from 2007.

Few consumer-dependent companies can hope to thrive is this environment, but those with a clear value proposition will do less poorly. Wal-Mart is still seeing modest year-on-year increases, no doubt because of their clear value position. Starbucks, once an affordable luxury, has suddenly become an expensive afterthought. To compete in this dismal economy, your value proposition will be tested like never before as businesses and consumers ask, “Do I really need that?” 

Spend It if You Got It
Ultimately, Obama wound up with the largest war chest in history, outspending McCain in some markets by as much as four to one. In a zero sum game like politics, where the loser goes home, there is no holding back and you spend every last penny you raise (and then some.) Marketers, on the other hand, need to align their budgets with sales goals and make the most of what they’ve got. Ironically, with so many marketers cutting back, there are rare opportunities: from inexpensive sponsorships to remnant ad space both offline and online. Even search prices are expected to soften.

Category leaders will use this downturn to increase their share and upstart innovators will take advantage of retreating competition. Opportunity abounds for those marketers who classify marketing as an investment in their future, who believe that regardless of the short-term economic obstacles, brands will be built and history will be made.

Drew Neisser is CEO of Renegade.