Tips for PR and Marketing Brands in a Recession

Published 11 / 22 / 2022

Blog by Gabrielle Shaw Communications

Hello! This latest Gabrielle Shaw Communications blog features our London Communications Agency’s contribution to the latest Pimento Focus On… thought paper series. The full paper looks at the topic of economic recession and includes perspectives from leading marketeers on what brands can do when it comes to their own marketing approach in tough financial times. To read the entire thought paper, see the link at the end of the blog.

Gabrielle Shaw Communications is a proud member of Pimento, The UK’s Leading Independent Marketing & Communications Network.

What is a good strategy for marketing during a recession?

Navigating an economic downturn is a unique challenge for brands.

Here are tactics for working with PR/Comms experts to survive and thrive while moving from pandemic to recession. From shoring up brand DNA and consumer understanding to creative approaches that adapt to the times, there is a roadmap ahead.

Businesses zigged their way through Covid challenges. Next stop, Recession 22. Now it’s time to zag.

Let’s start with the good news. Even with a grisly economic outlook, brands can grow. In fact, the most imaginative work often happens in hard times. Tight budgets give rise to innovative thinking and collaboration. PR and comms experts are uniquely equipped with insights, ideas and creative dexterity to help brands shine through.

The financial downturn will have an impact. A recession can expose brand weaknesses, but simultaneously give lift-off to budding trends – so capitalise on them. Shore up your identity. Re- calibrate consumer sentiment and launch adaptive activities for the present and future.

Starter Strategies

1. Ensure Your Brand is in Good Form

Consider what truly makes a consumer choose your brand. If you haven’t yet defined a mission, vision, values and voice – now is the moment.

In today’s marketplace, a well-crafted brand proposition is critical. This might include an origin story – the ‘why’ of a business. The belief system around a brand community matters. If the foundational architecture is solid, brands can adapt and signal to changing audiences in unsettled times. Brands should show their customers, “We hear you. We’re with you” and take them to surprising new places.

2.Understand the Consumer Mindset

Overhead shot of many pedestrians walking on a zebra crossing

Consumers will have varying emotional reactions to economic change. When feelings transform, the purchase path changes too. Take a deep dive into altered audience attitudes. Pandemic upset, combined with cost-of-living increases can trigger spending paralysis. Recession will bring an erosion of trust in business and the economy, as well as in disposable income and buying power.

Customer understanding and engaging with the mood swing can make a brand a comforting choice in trying times. Harvard Business Review describes attitudes of four types of recessional consumer types:

Slam-on-the-brakes

  • Feel most vulnerable, hardest hit and respond dramatically. Financially anxious higher-income consumers can as well, particularly if health or income circumstances change for the worse.

Pained-but-patient

  • Economise in all areas, though less aggressively. They constitute the largest segment. As news gets worse, they increasingly migrate to slam-on-the-brakes.Comfortably well-off – Feel secure but tend to be a little more selective (and less conspicuous) about purchases.

Live-for-today

  • Typically urban, younger and more likely to be renters. They carry on unconcerned about savings, extending timetables for major purchases and spending on experiences rather than stuff (except tech).Consumer changes are a symptom of how disruptive forces can temporarily alter a target audience. It requires a nimble approach to stay aligned with customers.

3. Embrace Alternative Approaches and Keep Connecting

In tight times, companies will trim out non-essential expenses. However, there are plenty of ways to attract attention without costing a bomb. PR and Comms agencies can bring fresh thinking and lateral skills to complex challenges.

Consider partnerships to co-create and share stories. This makes a budget work harder and opens up an increased customer base and access to new audiences. You might join up a product and artist to create limited edition product designs for brand buzz and content. It’s win-win for inspiration and sharing resources. See the Ladurée case study below as a vibrant example. Case Study – Laduree x La Double J Launch

Likewise, consider focusing on your brand’s sustainability and purpose-led causes. This doesn’t have to be darkly worthy; it can radiate joy and positivity. People need a reason to smile. Ideate around needs specific to recessionary times and how your brand can help.

Also, don’t underestimate the power of proactive SEO to find new customers in search of what you’re selling. Many brands have postponed engaging with internal search engine optimisation for their websites. With free online coaching and the right DIY software, this may be handled in-house. Internal SEO can dramatically increase a website ranking to the top end of Google. Comms experts can develop optimised content that turns the key to these new audiences.

Ultimately, don’t let a recession paralyse brand proactivity. Be scrappy. Keep communicating in ways that resonate with the zeitgeist.

4. Make Your Founders Your Influencers

Bring empathetic business leaders to the forefront as brand ambassadors. Storytelling is where the magic begins. A brand has potential to lift people up. Maybe it’s being ahead of the news agenda with shareable insights, or setting an example like advocating for local businesses and suppliers when they most need it.

There are many ways to make a founder part of the story. For example, Instagram Live works well as a relaxed social media platform for showcasing a business’s beliefs. An editorial think piece can pack a powerful punch. A brand can also champion thought leadership topics that are related to the recession. It’s about ‘showing up’ with meaningful dialogue or a perspective on what’s next. Speaking at industry events or meet-the-founder opportunities are great ways to keep up the momentum.

5. Flip the Script

Reconsider PR messaging to change the conversation about product focus. Yes, people will look for the best deals and businesses will compete on price. However, from a marketing standpoint, items that drive brand desire can also take the spotlight.

Past downturns saw affordable luxuries on centre stage. People would treat themselves to something small but special during an otherwise austere time. It was measured by ‘The Lipstick Index’, which saw people splurging on affordable luxury items. Alternatively, the time might be right to highlight more meaningful purchases, as opposed to indulgent ones. For example, something to celebrate a milestone or special occasion.

Relevant product positioning can confer ‘permission’ to buy, while at the same time convey reassuring brand messages demonstrating the company understands everyday challenges. Focussing on consumer needs will ingratiate a brand in the present and for better days ahead.

In Summary

Fine-tune your brand for a recession and for the long-term. Rally your marketeers and your agencies and brief them well for nuanced support. Read the room for recession-facing consumer drivers and adapt accordingly. Partner for cost-effective impact, get savvy with simple digital content wins and leverage senior team as ambassadors.

Essential tips for marketing in an economic downturn:

  • Put brand architecture in good working order
  • Tune-in to a different recessionary consumer mindset
  • Use alternative approaches rooted in PR
  • Make founders famous as your influencers

Keep connecting with customers!

Click to read the entire “HOW TO RIDE OUT THE RECESSION STORM” Pimento Thought Paper.

Shopping bags and credit card, lead picture for Pimento Thought Paper How to Ride Out the Recession Storm

Click to read the entire “HOW TO RIDE OUT THE RECESSION STORM” Pimento Thought Paper.

Want to learn more about creative approaches to building brand desire?

GET IN TOUCH

About Us

Gabrielle Shaw Communications – celebrating its 25th year – is award-winning global creative brand communication and PR agency that partners with brands and entrepreneurs to unlock their purpose, shape perceptions, cultivate brand desire and deliver commercial success. We are a London-based agency, with global reach.

GSC would love to have a chat or partner with new clients to tackle the challenges and opportunities they face in a fast-changing world of brand communications. 

GSC Offices in London

Discover GSC

Website

Instagram

Facebook

Twitter

Linkedin

+44 020 7731 8811

Latest News

Christmas Gifting - Gin & Glass (2)

Emma Watson, co-founder of Renais Gin, designs exclusive Christmas launch

Welojets

GSC managed strategic media relations around UK expansion of Welojets

Jewel Kariba 3

Gabrielle Shaw Communications launches Ajmal’s UK Social Media

Double Dutch HR-21

Five with the Founder: Double Dutch’s Raissa & Joyce de Haas

Picture1

The Zeitgeist and Why it Matters for Brands

3-Mission-Fig- group lifestyle 2

Gabrielle Shaw Communications announces La Bougie as a new client

image

Gabrielle Shaw Communications announces Double Dutch as a new client

LAPADA, antiques

GSC announces LAPADA Berkeley Square Fair as New Client

IWD

IWD 2024: GSC’s Brand Accelerator Programme

Luxury Hats, V V Rouleaux

GSC announces V V Rouleaux as New Client

Renais, Luxury Drinks, Emma Watson

GSC announces Renais as New Client

3

WE ARE HIRING – EXPERIENCED 360 COMMUNICATIONS ACCOUNT MANAGER

Luxury Fashion, Modist, Bicester Village

Luxury Brand Insights 2024 – Winning with Middle East Consumers in the UK

Ajmal, Luxury Perfuem

GSC announces Ajmal Perfumes as New Client

books

GSC Christmas Reading List

Luxury PR, Fashion PR, Female Founder, British Fashion

Five with the Founder: Stoned & Waisted’s Rachel Allpress

Luxury PR, Fashion PR, Female Founder, British Fashion

GSC announces Stoned & Waisted as new client

luxury terrace flower wall london pr

GSC launches second season of the limited edition Ladurée x Château d’Estoublon ‘Roseblood’ Collection

woman with gift boxes on a wooden table

Ladurée Support Serpentine and Lina Ghotmeh

silver octopus on blue marble block

GSC announces Objet Luxe as new client

image of girl standing next to a macaron cart

Ladurée Collaborate with Floral Design Poppy Sturley at the Chelsea Flower Show 2023

Thumbs up hand painted with union jack, representing how public relations can help UK brands enter new markets

How 360 Coms & PR Can Help UK Brands Enter the US & Other New Markets

women behind text

GSC Contribute to Pimento’s Latest Thought Paper – Influencer Marketing

Project Ocean sign

Selfridge’s X GSC Project Ocean: UN Member States Agree on Treaty

Close up of news camera used by communications agencies for mock interviews in media training

Media Training In PR: 10 tips on how to prepare for interviews

people in an office and pr agencies london

GSC host the University of North Carolina class ‘London Loves’ class

blue sofa with cushions at Gabrielle Shaw Communications london pr agency

GSC announces a new creative hub co-working space

Woman gazing at large building pillars for article on brand architecture marketing strategies and pr agencies london

The architecture of building a brand for PR

Luxury home staircase, foyer, PR influencer program and influencer marketing

Luxury influencer marketing for PR: how luxury brands can work with influencers for a positive PR strategy

woman with a handbag

Who Stands By Your Brand?  

Gabrielle Shaw Communications Blog, PR Crisis Management and Do You Need It? photo of lit match

What is PR crisis management and do you need it?

blue sofa with artwork behind it

12 Reasons Why PR is Important for All Businesses

building at night

What is the difference between PR and communications?

view of an office with desks

What is a PR agency and what does it do?

two men with some beer

Gabrielle Shaw Communications Welcomes Prime Time Lager

two women at a radio interview at a london pr agency

Want to take your marketing strategy up a notch in 2023?

two women at a radio interview at a london pr agency

Tips for PR and Marketing Brands in a Recession

Fashion United

GSC launches Marine Serre x Skinvaders collaboration

Gabrielle Shaw, Gabrielle Shaw Communications

7 Strategies for Female Business Founders Building their Personal Brand

Tiktok

GSC has launched a new TikTok Channel

image of laptop

Gabrielle Shaw, GSC Founder, To Publish Regular Column in Stellar Magazine

Four ladies wearing hat

GSC launches the new Ladurée X Château D’Estoublon Collaboration

two girls sitting on a sofa with a laptop

Tips For Hiring a UK Brand Communications or PR agency

Copy of Black White New Skincare Product Promotion

GSC awarded Hermes Creative Platinum Award for COCOON strategic campaign

Kate Bray sits on blue sofa in the GSC office

GSC Welcomes 360 Content Partnerships Manager Kate Bray to Expand Influencer Practice

Twig logo

Twig announce funding – a strategic partnership with Global Blue

Charlotte Morley The Little Loop Gabrielle Shaw Communications

Five with the Founder: The Little Loop’s Charlotte Morley

thelittleloop clothing

Gabrielle Shaw Communications Announces Account Win: thelittleloop is the First Shared Children’s Wardrobe

Twig-Series-A-Funding

Twig raises $35M Series A round to fuel Web 3.0 green payment infrastructure

Spear's 500 2022 Edition Gabrielle Shaw Communications

Spears 500 2022 Edition: Gabrielle Shaw

Drinks

Introducing our latest client win, Ron Abuelo

Lady in a saree

Five with the Founder: Mira Kulkarni

Gifts on table and chair

Gabrielle Shaw announces new client Forest Essentials

Bemi Idowu Talking Heads Communications Gabrielle Shaw Communications

Meet GSC Alumni Bemi Idowu

Amex September Merchant Forum Invite 2021

Amex Insights Network Event September 2021

COCOON launches pop up at Harvey Nichols, Knightsbridge - Photography by Ming Tang Evans

Gabrielle Shaw Communications announces Cocoon as a new client

Addison_Ross_Chloe_Winstanley_Square

Introducing our Latest Client Win, Addison Ross

Lady with a smile

Introducing our Latest Client Win, Dr Vicky Dondos and The Firm

Ruuby

Welcoming Ruuby app to our Beauty and Tech Practice

pimento sq image

We Have Joined Pimento Agency as Part of our Expansion

E-commerce

PlatformE Appoints us to Execute Their Communications and Thought Leadership Programme

Binary Coding

Diem chooses us to provide their PR and Thought Leadership Programme

Lady promoting yang sheng

Welcoming Katie Brindle and her Hayo’u brands to the GSC family

Lady promoting yang sheng

Gabrielle Shaw joins SheEO as an Activator

Drawing

Helping Pollen Collective Harnesss The Art of Digital Storytelling

IWD for website

International Women’s Day 2021

Curtains

The Selfridges Film Project – International Women’s Day 2021

PRweek powerbook

Gabrielle Shaw included in PR Week’s 2021 Powerbook

laughing lady

GSC Alumni Emily O’Donoghue

Sam Newall banner image

Welcoming Sam Newall, Creative Planning Director

Sam N banner

GSC and Partners: Geordie Leyland

billboard marketing

Save 2021 Sale

Hattie tenant

GSC Alumni: Hattie Tennant

Shika website

Woman Of The Month: Shika Bodani

Sam Brown PR Mastercoach

GSC Alumni: Sam Brown

SC+Sons

Five with the Founder: Stephanie Capuano

dana

On the Sofa with…our newest team member Dana

Rented dresses

PRovoke & SABRE EMEA Awards Finalist

Claudia_original

Second hand September

whitedesert

Five with the Founder: Robyn Woodhead

dresses

Hermes Creative Platinum Award

bedroom

SOHO Home at Bicester Village

Jamie HR

Five with the Founder: Jamie Sherrill

1a3c862a0dafb0e569b4ec1cf18d28f7

Good Cotton

amex-banner

AMEX Insights Network Podcast

welcome

Letter From Our Founder