RECESSION MARKETING PLAYBOOK
By The Timely Entrepreneur Resource and Research Centre
The Reality of Recessions
Let’s face it—economic downturns are brutal. Customers tighten their wallets, competitors get desperate, and many businesses vanish. But here’s the truth: recessions also create HUGE opportunities for brands that adapt quickly. It’s what those in business identify as ‘the perfect storm’.
The Timely Entrepreneur Resource and Research Centre will show you how to not just survive—but THRIVE—with our proven Recession Marketing Playbook.
By the end of this session, you’ll have 3 actionable strategies to recession-proof your marketing, retain customers, and even gain market share. Let’s dive in!”
Part 1: Recession Consumer Psychology
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“Fear + Frugality Win”
– During recessions, people don’t stop spending—they spend DIFFERENTLY. They prioritize value, trust, and essentials. Your job? Speak directly to those needs.
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The 3 R’s of Recession Buyers:
– Reassurance: “Will this solve my problem LONG-TERM?”
– Reduction: “Can I get it cheaper or slower?”
– Rewards: “What extra value can you throw in?”
Case Study: “When Airbnb rebranded during the 2008 crash, they didn’t sell ‘vacations’—they sold ‘earning extra cash from your spare room.’ Revenue jumped 80%.”
Part 2: 3 Recession-Proof Marketing Strategies
Strategy 1: Double Down on Existing Customers
Acquiring new customers costs 10X more than retaining old ones. Here’s how to keep them loyal:
– “We know times are tough. That’s why we’re giving YOU, our valued customers, [exclusive discount/free upgrade/early access]—because you matter more than ever.”
Tool: Check out our Loyalty Email Subject Lines Templates
Strategy 2: Reframe Your Value (Not Your Price)
Discounting is a race to the bottom. Instead, bundle or reposition:
– Example: Don’t sell ‘cleaning services’—sell ‘Time-Saving Sanity Packages for Stressed Parents.’ Charge MORE for convenience.
Exercise: Write down your core service. Now add ‘so you can…’ to highlight outcomes.
Strategy 3: Hyper-Targeted, Low-Cost Channels
Forget spray-and-pray. Focus on high-ROI platforms:
– Email: 42% ROI (vs. 2% for social ads). Resend unopened emails with ‘Did you forget?’ subject lines.
– WhatsApp/SMS: 98% open rates. Send ‘flash offers’ to your top 20% buyers. B-fitastic (Trinidad) has mastered this.
Template: WhatsApp Scripts for Urgent Promos
Part 3: Adaptive Messaging
Words That Work in Downturns
Swap This → For This
-“Premium” → “Worth Every Penny”
-“Sale” → “Smart Savings”
-“New” → “Proven Solution”
Activity: Rewrite one of your ads using these triggers. Pair up and critique!
Storytelling Wins
One of our bakery clients facing flour shortages launched ‘Small Batch Fridays’—limited, higher-priced items. Sales jumped 35% because scarcity = perceived value.
Closing Call-to-Action
Recessions reward the agile.
Your homework:
- Pick one strategy to implement this week.
- Stay tuned for our next workshop—we’ll dissect YOUR campaigns and make them downturn-proof.
Remember: The businesses that win aren’t the biggest—they’re the ones that adapt the fastest. Which one will you be?
Do you still need 1:1 help? Book a discovery session with us. Let’s build your comeback story!
