Save up to 50% off annual marketing training memberships

Guides and Templates

Creating a marketing action plan for a recession guide

45 ways to help maintain leads and sales during a market downturn

How will this resource help me and my business?

Recessions inevitably lead to changes in consumer spending and demand for products and services, so plans need to be rapidly re-evaluated so businesses can stay competitive and build a solid platform for the future after the recession.

With reduced demand, it becomes vital to rapidly think through new alternative approaches to prioritize those with the biggest potential. That’s where this guide will help, since it presents a checklist of ideas to review alongside examples and tools.

This guide will help you by providing:

  • Different ideas to improve communications to support lead generation and sale
  • A range of ideas from fundamental changes in branding, proposition targeting and pricing through to practical ideas to improve digital interactions with consumers through the customer journey
  • Recommendations on how to plan and prioritize these ideas
  • A data-driven approach to identify weaknesses and opportunities that can be tested

Who is this guide for?

The guide is aimed at supporting decisions and planning by:

  • Marketing leaders responsible for brands, products and services
  • Marketing and digital marketing managers reviewing opportunities
  • Marketing execs looking to increase their knowledge of techniques for improving lead generation and conversion

How is this guide structured?

This is structured using the acclaimed RACE planning system with at least 10 ideas in each section covering:

  • Plan - defining your marketing strategy and action plans
  • Reach - growing awareness and demand
  • Act - generating leads using content and the right customer journeys
  • Convert - increasing both online and offline conversion to sale
  • Engage - improve loyalty through customer communications

Resource Details

  • Author: Dave Chaffey
  • Last updated: March 2020
  • Format: Long-form page structured by RACE

About the author

Dr. Dave Chaffey

dave-chaffeyDave is co-founder and content director of Smart Insights. He is editor of the 100 templates, ebooks, and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources are used by our premium members in more than 120 countries to plan, manage and optimize their digital marketing.

For his full profile, or to connect on LinkedIn or other social networks, see the About Dave Chaffey profile page on Smart Insights. Dave is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation, and Practice. In 2004 he was recognized by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.

Free memebrship badge icon Free Membership is required

Access this resource now

Get access to this and 25+ other guides and templates with Free Membership

Join for free and get this guide Already a Free member? Login here Guide cover

The Creating a marketing action plan for a recession guide is included in the

Digital marketing strategy and planning Toolkit

Get this for FREE as a sample of Guides and Templates available in this toolkit.

Join for free and get this sample guide Already a Free Member? Login here

Individual or Business members get full access to the guides and templates in this toolkit

Learn more about Individual or business membership options

...or take a look at the other Guides and Templates in this Toolkit

Look inside content

Why wait? Start Improving your marketing today

Join as an Individual or Business member to access this toolkit and up to 19 more.

Splitter graphic
Illustration for Individual Membership

Individual Membership

  • Enhance your marketing skills
  • Keep up to date with all the latest techniques
  • Become more effective in your role and develop your career
Illustration for Business Membership

Business Membership

  • Improve your (and your clients') results from marketing
  • Upskill and develop your marketing team
  • Get dedicated support on your journey
Free membership icon

Or, get started with Free Membership

BECOME A FREE MEMBER

Trusted by marketers all over the world

Since 2009 our toolkits have helped thousands of marketers in over 170 countries to hit - and exceed - their targets.
Will you be next?

Globe illustration
Smart Insight partner logos

...plus over 165,000 consultants, agencies, entrepreneurs and SMB's in over 170 countries.

Get better results

Make your job easier

Tenfold improvement

Learn more about Individual or Business membership options
Smart insights logo
CLOSE