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25 Ways People & Companies Deal With Recession

A week of ideas--some inventive, some sad, some illegal

Vol. 4, Issue No. 70 | December 18, 2008 By Denny Hatch
5

IN THE NEWS

Recession Seen Intensifying, Recovery Delayed
  • Major economies not seen growing until late 2009
  • U.S. seen in longest post-World War II slump
  • Fed, ECB, BOE all set to cut rates further
  • Median 90 percent probability of zero interest rates and/or quantitative easing in U.S., 50 percent in UK, 40 percent in Japan, 25 percent in euro zone

LONDON, Dec 11 (Reuters) — The recession gripping the developed world likely tightened to a chokehold in the current quarter and it will take longer before pinned-down economies stagger up and recover, Reuters polls showed on Thursday. Gross domestic product for the world's largest economy now looks set to contract for four consecutive quarters, the longest on record since 1947, heavy collateral damage from the most powerful world financial crisis in 80 years.
—Ross Finley, Reuters, Guardian.co.uk, Dec. 11, 2008
http://www.guardian.co.uk/business/feedarticle/8143878


To create this e-zine, I spend a lot of time on the Internet looking for stories to download into my private archive of more than 37,000 entries in 224 major categories. How much time do I spend on the Internet?

Day — Date — (Number of visits excluding e-mail)
Thu — 12-11-08 — (226)
Wed — 12-10-08 — (251)
Tue — 12-09-08 — (390)
Mon — 12-08-08 — (240)
Sun — 12-07-08 — ( 36)

The point is to find dots and try to connect them to each other and back to our businesses, careers and lifestyles.

One set connecting this week is the myriad ways people and companies are dealing with this horrifying recession—some positive, some painful and some downright illegal.

These are the stories that caught my eye; maybe some will catch yours and give you some ideas.

DEC. 4, 2008

1. Reserve Fund to Use Investors’ Cash to Defend Itself
The Reserve Primary Fund has presented its deeply frustrated shareholders with a stark choice. If they are patient, they might ultimately get back 98.5 cents for each dollar they had in the money market fund, which in September became only the second such fund to ever “break the buck,” or report a share price below a dollar. But if they continue to wage legal battles against the fund and its managers, the company will use investors' own money to defend itself against their accusations of mismanagement and deception.
—Diana B. Henriques, The New York Times
http://www.nytimes.com/2008/12/05/business/05fund.html

DEC. 5, 2008

2. Robbers in Drag Hit Harry Winston’s in Paris for $105 Million
Armed robbers—some dressed as women—in Paris escaped with up to £70 million worth of jewellery in less than a minute in one Europe's biggest ever heists. As many as four masked men wielding sawn-off shotguns stormed into the exclusive Harry Winston jewellers in a high-speed raid described by detectives as "terrifyingly efficient."

—Ian Sparks, DailyMail.co.uk
http://tinyurl.com/6gopqe

3. Travelers in Switzerland Stay in a Cheap (Real Cheap!) Hotel
BEDS are on offer for just £6 a night at the world’s first zero-star hotel—based in a converted NUCLEAR BUNKER. But guests at the no-frills establishment will have to put up with hot water bottles rather than central heating. And they will be given a pair of EARPLUGS to help blot out the racket from the ventilation system. Standard beds at the austere Null Stern (No Star) hotel in Sevelen, near Zurich, Switzerland, are military-style bunks.

Takeaway Points to Consider

Layoffs, Chapter 11, federal bailout, criminal acts—all are actions of last resort. Check out these positive stories for the ideas they generate:
  • No. 3. The £6-a-night hotel in Switzerland is a reminder that we don’t have to travel first class. 
  • No. 7. Elite Island Resorts in the Caribbean swapping rooms for depressed stocks. Barter can beat paying cash.
  • No. 9. The National Academy selling off paintings. What do you have in the attic or in the office storeroom that you could sell on eBay?
  • No. 10. Check out how Best Buy is pumping up staff and getting customers to spend.
  • No. 11. The New York Times Corp. is mortgaging its new HQ to raise cash. What do you have lying around that you could use for collateral?
  • No. 13. If you have to fire people, make sure you do it judiciously in line with Tina Brown’s thinking.
  • No. 18. Airlines are taking a look at how they might beef up their frequent flier programs to win back travelers. Do you have systems in place that need reworking?
  • No. 19. Do you have a nut of money tucked away somewhere that could be temporarily drawn on to tide you over this rough patch to avoid borrowing or laying off people? Check out how Ford can bail out itself.
  • No. 22. Boscov’s department store chain put together a syndicate of investors—starting with members of the Boscov family—to buy back the organization. Fascinating rescue exercise.

 

Companies Mentioned:

5

COMMENTS

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Most Recent Comments:
Bernie - Posted on January 03, 2009
Well, Nero may have fiddled while Rome burned, but someone made a fortune selling buckets of water. One man's adversity and misfortune is another mans opportunity to profit.

Sigh....; restores my faith in human nature
Simon Fryer - Posted on December 23, 2008
Simon Fryer (sfryer@gmail.com)
12/23/2008 at 07:13 AM
Interesting indeed, I think the key point is to avoid desperation if possible as this is often the trigger for bad things to start happening - Try and be hyper pro-active and not reactive, and especially try to avoid anything that seems to good to be true in these coming times.

Happy Holidays all!
Bernie - Posted on December 19, 2008
Interesting collection of stories but not the reason I've been subscribing to your e-zine for several years.

Usually you're spot on with valuable comments and insights into important business or marketing issues. But this time you missed the mark in my opinion.

This almost borders on spam in the context of why I signed up for your newsletter to begin with.

All that aside on this one issue, keep up the good work. I've recommended your e-zine to many colleagues and always open each issue the moment it arrives in my inbox.
Barry Brown - Posted on December 19, 2008
#6 - What are they thinking?!

My wife and I raised 6 cows this year, selling four and keeping two for beef at a net loss of about $2000.

While I realize this was our first go and a bit of a hobby because we prefer grass-fed livestock to the alternatives (which is who knows what), we got a first hand lesson in what farmers go through in trying to make a living.

If we had sold all six cows this year we would've made a whopping $250 each...subtract $87.50 each, and you've reduced the profit margin substantially. What madness is possessing this country?!
Sarah Clachar - Posted on December 18, 2008
Denny,

What a spectrum of stories! But there isn't much on strategic marketing - which is even more important right now.

I just finished writing a free report on specific copywriting tactics for dealing with this recession. It's focused on the natural health industry.

The report draws on my copywriting and nutrition industry reporting and notes some essentials for recession marketing.

1. Position your products to give people a better sense of security - in general. In the recession of 2001, consumers reported that they continued to buy organic foods because it made them feel more in control when everything was so out of control around them.

2. Bolster credibility for the more conservative consumer. Consumers are reluctant to try new things, more cautious. So it's more important than ever to increase proof elements, track record, etc. in copy.

3. Keep your current customers close. Along what I mentioned in number 2, consumers are more reluctant to try new companies - good news for you with your old customers. Put more time into copy and marketing that reaches out to your old customers, give them useful info, empathize, and strengthen your position as an ally and go-to company for their needs.

You can find more of this info in my free report at my website www.healthwriterclachar.com.
I welcome any and all comments on it.

Sarah Clachar
natural health copywriter
Click here to view archived comments...
Archived Comments:
Bernie - Posted on January 03, 2009
Well, Nero may have fiddled while Rome burned, but someone made a fortune selling buckets of water. One man's adversity and misfortune is another mans opportunity to profit.

Sigh....; restores my faith in human nature
Simon Fryer - Posted on December 23, 2008
Simon Fryer (sfryer@gmail.com)
12/23/2008 at 07:13 AM
Interesting indeed, I think the key point is to avoid desperation if possible as this is often the trigger for bad things to start happening - Try and be hyper pro-active and not reactive, and especially try to avoid anything that seems to good to be true in these coming times.

Happy Holidays all!
Bernie - Posted on December 19, 2008
Interesting collection of stories but not the reason I've been subscribing to your e-zine for several years.

Usually you're spot on with valuable comments and insights into important business or marketing issues. But this time you missed the mark in my opinion.

This almost borders on spam in the context of why I signed up for your newsletter to begin with.

All that aside on this one issue, keep up the good work. I've recommended your e-zine to many colleagues and always open each issue the moment it arrives in my inbox.
Barry Brown - Posted on December 19, 2008
#6 - What are they thinking?!

My wife and I raised 6 cows this year, selling four and keeping two for beef at a net loss of about $2000.

While I realize this was our first go and a bit of a hobby because we prefer grass-fed livestock to the alternatives (which is who knows what), we got a first hand lesson in what farmers go through in trying to make a living.

If we had sold all six cows this year we would've made a whopping $250 each...subtract $87.50 each, and you've reduced the profit margin substantially. What madness is possessing this country?!
Sarah Clachar - Posted on December 18, 2008
Denny,

What a spectrum of stories! But there isn't much on strategic marketing - which is even more important right now.

I just finished writing a free report on specific copywriting tactics for dealing with this recession. It's focused on the natural health industry.

The report draws on my copywriting and nutrition industry reporting and notes some essentials for recession marketing.

1. Position your products to give people a better sense of security - in general. In the recession of 2001, consumers reported that they continued to buy organic foods because it made them feel more in control when everything was so out of control around them.

2. Bolster credibility for the more conservative consumer. Consumers are reluctant to try new things, more cautious. So it's more important than ever to increase proof elements, track record, etc. in copy.

3. Keep your current customers close. Along what I mentioned in number 2, consumers are more reluctant to try new companies - good news for you with your old customers. Put more time into copy and marketing that reaches out to your old customers, give them useful info, empathize, and strengthen your position as an ally and go-to company for their needs.

You can find more of this info in my free report at my website www.healthwriterclachar.com.
I welcome any and all comments on it.

Sarah Clachar
natural health copywriter