Camares Founder, Deb Di Gregorio serves as president and practice lead developing marketing programs and working closely with client/owners. She is a member of the NJ Advertising Hall of Fame and is the author of Zebworks: The Agile Marketing Framework and Triumph Over Toothpicks: The Essential Guide to Business in the Digital Age. 

Survive the Recession! What To Do Now!

Enough with the good news already! OK, here's a little more… Yup, we're in it. A recession is here. We're likely to see an uptick when we're all released from lockdown, then a longer downturn. So I reached back into the Harvard Business Review archive and found this excellent article from 2009 — and though past recessions are no template for this bad boy, human nature remains unchanged.

Here's the take away:

  • Indiscriminate cost cutting on the part of businesses is a mistake.
  • Do contain costs, and then take the time to examine your core customers' changing needs for longterm success.
  • Embrace recession psychology! There are four categories of customers — and this, in my experience, goes for B-to-B as well: Slam-on-the-Brakes, Pained-but-Patient, Comfortably Well-off and Live-for-today. Understanding their approaches to purchasing will inform your business decisions.
  • Categorize your products/services in this way:
    • Essentials are necessary for survival or perceived as central to well-being.
    • Treats are indulgences whose immediate purchase is considered justifiable.
    • Postponables are needed or desired items whose purchase can be reasonably put off.
    • Expendables are perceived as unnecessary or unjustifiable.

Triage and/or reconfigure your products or services to focus on Essentials or Treats — Postponable and Expendable options will see sales drop or longer sales cycles, but they too can be sold, though you will need to change your approach.

This reconfiguration can be deftly done while maintaining your brand promise.We can show you how.

Let's talk.

Best,

Deb 

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Pessimist or Genius? How Proving Worst Case Scenarios Wins!

Even More Good News — because we sure need it these days :). Ask my colleagues and they'll confirm it: I have a very low optimism quotient. Some say that makes me a realist, others just think I'm depressing. I scan the horizon for worst case scenarios. It's force of habit, and highly unusual for a marketers who are known to burble with optimism. But that burbling leads to blindspots and those will kill you!

Over the decades my worst-case horizon scanning has resulted in many, many, ways to thread the needle and succeed through tough times for my clients.

I consider it an asset — and many of our clients do too! It is also a relief: if Camares is proving out worst-case market scenarios I've got a good set of jaundiced eyes on the problem!

Now here's the good news, here's what our worst-case horizon scanning has found:

  • Market soft spots worth exploitation.
  • Alternative revenue streams that resonate in recessions and can be swiftly rolled out and aligned with a company's brand.
  • Adding services to a manufacturer, adding manufacturing to services company and developing strategic partnerships to accomplish it.
  • Ways to streamline and automate sales and marketing workflows to reduce costs and surface leads experiencing buying inflection points.

Want to get to a happy place by discussing the worst case?

Call me — we'll get you there.

All the best :)

Deb 

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Super Strategy to Thrive! How to Grab Market Share in a Recession

More Good News: Grab marketshare in a recession. Among the companies that thrived during the Great Recession according to Investopedia were, — no surprise — Dollar Tree and Walmart. People buy less or substitute cheaper items — and that goes for businesses too.

But how to deal with this if you're NOT a discount brand and never wanted to play that game?

Whether you sell products or services B-to-B, here's a strategy worth considering:

Maintain your current service or product line up AND launch an economy line right now.

I am reminded of the "Magic Mop" sold on TV in the 80's. The manufacturer pushed out that mop relentlessly in TV ads. Hugely successful, the very same company just a few weeks later launched a cheaper version of the product under a different name, under cutting itself and winning more business from those that aspired to purchase the first but could not afford it.

Brilliant!

You can do something similar with no need to launch a second brand.Develop an "Express" service line that moves prep work onto the client's desk and reserves the greatest value of what you deliver in a contained time box. Enabling you to a. sign on new clients you will grow overtime and b. maintain your brand's value.

Let's grab this moment to grab marketshare!

Call me for strategies on how you can do it for your company.

Best,

Deb 

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Good News: Google CPC is Dropping! It's a Branding Bonanza!

 Good News! You could use some, right? Here it is:

We are seeing Google cost per click drop by more than 50% from January. On Google Display we are actually seeing clicks in the PENNY single digits. That means that right now, promoting your brand via Google is like shopping at department store fire sale. Get twice as much exposure for every penny spent.

Layer on the 13% increase traffic website traffic according to Hubspot as people come online from home and you've got yourself a branding bonanza!

Just don't expect it to lead to immediate sales, online sales and won deals have dropped by 27% says the same article.

That's the reality. Embracing it is the solution:

There has never been a more cost effective time to promote your brand. Powering through now will lead to a far stronger position on the other side.

Let's grab this moment to take the high ground!

Call me for strategies on how you can do it for your company.

Best,

Deb

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Camares Zoho Hall of Famer

 NJ Advertising Hall of Famer Chooses Zoho

Best in class keeps award winning company:

Zoho Declared BEST Enterprise Software Vendor 2019

Winners like keeping winning company! Zoho has been declared Enterprise Software Vendor of the Year 2019 by Constellation Research! Camares' historic 2019 decision to partner with Zoho after decades of being software agnostic has been re-affirmed.

"I chose to partner Camares with Zoho because of the company's commitment to innovation, service and resilience, but best of all the price to value just cannot be beat. It opens the doors for small and mid-sized companies to automate sales and marketing like their giant competitors who have been eating their lunch!" said Deb Di Gregorio, President and NJ Advertising Hall of Fame member.

Camares spent decades working with automated sales and marketing software testing and reviewing some of the 7000+ available applications, but none met the team's criteria for cost and functionality. Products tested were more often than not over priced, overly complex, feature bloated or too narrowly focused point solutions. When companies cobbled together solutions, subscription costs quickly skyrocketed. That has changed with Zoho's new fully integrated platform and flat low-cost platform.

Zoho has systematically rolled out new products and functionality well beyond its well-respected Zoho CRM with its legion of followers. Zoho One enables companies to automate sales and marketing from click to cash offering applications that go toe-to-toe with the heavy weights like Salesforce, Marketo and Hubspot.The market has responded positively — Zoho has a global installed base of over 50 million users.

Camares leverages its decades marketing and technology experience to provision Zoho applications and train client teams at mid-sized enterprises. "Zoho allows us to leverage our respected marketing strategy competencies and execute at a level we have not been able to here-to-fore." said Di Gregorio.

For more information contact Deb Di Gregorio directly: This email address is being protected from spambots. You need JavaScript enabled to view it..

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