Tech Brands Successful During the Great Recession

Part
01
of one
Part
01

Tech Brands Successful During the Great Recession

Three additional company's that provide B2B solutions that saw success in 2008 were ETrade, Apple, and GitHub. Details of each companies messaging and success in 2008 has been provided below.

Amazon

Messaging Overview

  • In 2008, the company stated that their focus was to "Relentlessly focus on customer experience by offering our customers low prices, convenience, and a wide selection of merchandise."
  • The company claimed that success came from a mix of messaging and easy to use features including "editorial and customer reviews; manufacturer product information; Web pages tailored to individual preferences" and several other integrated features that were not common practice at the time.
  • In addition, the company stated that free shipping offers drives up the total balance of customer carts, so by advertising with banner ads in conjunction to "presentation of latest inventory availability information, delivery date estimates, and options for expedited delivery, as well as delivery shipment notifications and update facilities" all contributed to advertising the desired messaging that the site provided the customers additional value.
  • Amazon targets several customer types of all different demographics. The company has defined these targets as "customers, seller customers, and developer customers."

Groupon

Messaging Overview

  • Groupon's first successful marketing campaign in 2008 included the term "Get your Groupon.com." The goal was to appeal to both customers and vendors. At the time the company was just starting so they were able to offer the service to vendors at little to no cost and all customers had to do was subscribe to the email list.
  • In turn, the company generated sales by growing its mailing list to promote sales through email marketing. Through this method, the company promoted its value and featured its best deals to consumers.
  • In addition, the company used a humorous, almost outrageous tone in its consumer marketing campaigns. This humor showed in completely unrelated video campaigns such as "Monkey for a Week" that added content to the company's platform that drove engagement.
  • The company's consumer audience consisted of educated women between the ages of 18 and 34.
  • In terms of companies, Groupon targeted companies they thought would provide value to customers, however, at the time, they were not selective. Because the company was just starting, they called hundreds of companies per day to generate daily deals.

Netflix

Messaging Overview

  • Perhaps the biggest marketing play and company change for Netflix in 2008 was the transition from renting DVDs online to streaming content. The company still had the DVD service, however, they introduced streaming with their "It's easier than you think!" campaign.
  • Following the announcement of the new service, the company almost immediately announced that they would no longer be offering DVD rental services. Their messaging became focused on their partnership with Starz which gave them access to over 2,500 titles.
  • Most of the company's success was due to the business model and smart partnerships rather than messaging, which they focused more on later in 2011 and 2012.
  • The company's target audience was generally centered around families, however, their focus on companies in 2008 included driving smart partnerships with large tech companies including Microsoft and LG.

ETrade

Success Metrics

  • Just before the recession, Citadel purchased ETrade which drove its success in 2008. The company saw success through its strong brand recognition and company values.
  • The company's shares increased by 63% in 2008 saving them from the threat of bankruptcy in 2007.
  • The company generated traffic in 2008 using marketing through the Super Bowl advertisements.

Messaging Overview

  • The company's overall marketing messaging was focused on ease-of-use. They achieved this by promoting the company through 1 big advertisement that aired during the 2008 Super Bowl.
  • The campaign featured a baby talking like an adult "demonstrating" how easy it was to buy stock with the catchphrase "If I can do it, you can do it" and "It's so easy, there are 1000 new accounts a day."
  • The company's target market at the time included active traders and long term investors defined as people trading more than 10 times per month and people with more than $250,000 in investable assets. In addition, they were keen on attracting large investors and banks to partner with them in order to drive sales.

Apple

Success Metrics

  • In 2008, Apple saw record sales of iPhone and Mac products which eclipsed all previous records for the company.
  • Sales jumped from 2.3 million iPhones sold in Q1 to 6.8 million sold in Q4 and Macs saw growth of 21%-51% growth every quarter.
  • In the same year, the company continued to release significant tech products including the Software Development Kit (SDK) and the App Store.
  • In addition, the company ranked number one in the United States for top music retailer.

Messaging Overview

  • The company mainly uses product features and promotion in its marketing. Most messaging in 2008 was focused on new phone features and the introduction of the App Store.
  • The company didn't market the iPhone as a phone, but rather a platform. Because the technology itself was a fairly new concept with little competition in terms of features, the company let the product speak for itself.
  • The company's target market at the time was high-end, tech-savvy, business people.
  • In addition, the company targeted small, artistic businesses and the education sector.

Github

Success Metrics

Messaging Overview

  • The company shared its platform as a solution to a problem — making code easy to share — as well as integrating additional functionality including forking, pull requests, and merging.
  • The company did not necessarily have a strong marketing presence or great messaging, it mostly gained popularity due to having a unique, sustainable product that generated positive word of mouth in the right market.
  • The initial launch was also marketed as a free platform, which generated a lot of traffic.
  • The company's target market included large tech platforms including Amazon, Twitter, The White House, and Facebook.


Sources
Sources