recession Tag



Posted On May 17, 2009By Freddy J. NagerIn Marketing

How to Win a Price War (Hint: Don’t)

by Freddy J. Nager, Founder of Atomic Tango LLC + Price Pacifist “War, huh, yeah What is it good for Absolutely nothing Uh-huh War, huh, yeah What is it good for Absolutely nothing Say it again, y’all…” — Edwin Starr, “War” Imagine you’re minding your own business, selling lemonade from your friendly neighborhood stand, when — BAM! — you’re torpedoed by a rival who cuts his lemonade price in half. That bastard! Here you two had settled upon a comfy price point — legally, of course, with no collusion whatsoeverRead More
You’ve all seen the standard romantic comedy: the lead character pines for a fantasy ideal — a millionaire, supermodel, quarterback, cheerleader, prince or princess — but in the end, our hopeless romantic finds true love with a best friend, worst enemy, nerd, prostitute, maid or bodyguard. Delusions dispelled, the true lovers lock lips and live happily ever after. Or until Hollywood makes a sequel. Today, thanks to the recession, many businesses are undergoing the same head-spinning realignment of expectations. Their dream consumers — namely, the filthy rich — are suddenlyRead More

Posted On February 6, 2009By Freddy J. NagerIn Marketing

Marketing During a Recession, Part 4: Come Together Right Now

by Freddy J. Nager, Founder & Fusion Director, Atomic Tango LLC Collaboration: The Fine Art of Hookin’ Up Partnerships, alliances and cross-promotions date back to Eve giving Adam that “come hither” look. I once worked on a cross-promotional website between Nissan and Crayola. Apple and AT&T are now making a killing with the iPhone. You can’t buy a McDonald’s Happy Meal without some movie-related toy in the box. Unfortunately, you don’t see many small businesses or startups thinking in terms of collaborations. Here’s what they’re missing out on…Read More
Plus: Why “Price” isn’t Just a Number on a Sticker by Freddy J. Nager, Founder & Fusion Director, Atomic Tango LLC Tough times like these separate the plucky from the certifiably pluckless. Plucky companies see economic turmoil as a ripe opportunity to crush weaker competitors. The pluckless see a shrinking economy and resort to shrinkage themselves: they reduce their services and their advertising till they’re but a shriveled ball of what they once were…Read More
Meryvns' "Declare Your Style" Campaign
by Freddy J. Nager, Founder of Atomic Tango LLC… As an L.A. based interactive-media guy, I’m expected to blog about sexy new developments online or in Hollywood, but today I’ve decided to write about Mervyns department store. And, yes, that’s the only time you’ll ever see the words “sexy” and “Mervyns” in the same sentence. Ah, I see I just lost 98% of this article’s readers — which reflects about the same percentage of consumers who couldn’t care less about the fashion retailer. And that explains why Mervyns recently declaredRead More
BCG Matrix
by Freddy J. Nager, Founder of Atomic Tango LLC + Occasional Dog Lover… When the economy gets rough, many businesses cut their marketing. Now, as a devoted reader of this blog, you know that’s a big mistake. The best time to launch a full-on marketing offensive is when the competition is crying and cowering like Dick Cheney during a terrorist attack. But, alas, you have no choice. Most of your cash is going to fixed costs, like rent. So a cutting we go — but where? Do you use yourRead More
When the economy slows to the speed of a three-toed sloth after one too many hash brownies, the knee-jerk reaction by most marketers is to reduce ad expenditures. For some brands, however, a recession presents sweet juicy opportunities that call for increased spending. Really. And no, I’m not hitting on those brownies myself…Read More

Posted On March 20, 2008By Freddy J. NagerIn Marketing

Marketing During a Recession, Part 2: Honor the Fallen

One company’s tumble is another company’s primo opportunity — if that opportunity is approached creatively. Here’s a brilliant example from this week’s business pages…Read More
Pricing During A Recession

Posted On March 19, 2008By Freddy J. NagerIn Marketing

Marketing During a Recession, Part 1: Pricing

by Freddy J. Nager, Founder of Atomic Tango LLC + Survivor of Multiple Recessions; photo by Ed Yourdon via Wikimedia Commons… When the economy is singing the hardcore blues — kind of like now — many businesses are tempted to lower their prices. But lowering prices creates three problems: It sends the message that you’ve been ripping off your customers all this time. It means you’ll have difficulty increasing your prices to “normal levels” when the economy starts jamming again. It kills your profit margins, so you won’t have theRead More