Despite the recession there are still a number of companies, across a range of industries that are experiencing profit growth. We should be celebrating these successes and not let our focus be consumed by the negative stories. Recession is almost certainly a time for change, but not necessarily failure. Brands may have to adapt to reflect how people are spending; like Waitrose, which recently introduced a lower priced range to their traditionally high-end selection of products, to encourage profit growth.

This change from Waitrose came days before, supermarket Morrisons reported in its preliminary results for 52 weeks ending on the 1st February 2009 that like for like sales were up 7.9%; proving that value is currently an important issue for supermarket shoppers. Chief Executive, Marc Bolland, said: “Our focus on fresh food and value appeals to shoppers everywhere and provides a strong platform to take Morrisons from national to nationwide.”

This, it seems is a theme that unsurprisingly repeats itself across many areas, not least entertainment. As people are watching the pennies, cheaper entertainment seems to be an easy way for people to cut back. This is good news for companies such as Cineworld, which operates 75 cinemas. The company has just released its figures showing that sales for the year rose by 4.4%.

On this, Chairman, Anthony Bloom commented: “Movies have an enduring appeal and a visit to the cinema is relatively low cost when compared with other forms of leisure and entertainment.”

Operating in a similar sphere, LOVEFiLM.com, Europe’s largest online DVD & games rental service and entertainment has also had a phenomenal year achieving success during recession: “40 per cent increase in memberships since the credit crunch began. Now renting over 3 million DVDs per month from a catalogue of nearly 70,000 unique titles, the latest figures reveal further proof that for Britons, staying in is the new going out.”

Commenting on the recent success during recession of LOVEFiLM CEO Simon Calver said: “This is further evidence of what another great year it’s been for us. Given the uneasy economic climate, we’re thrilled that customers increasingly recognise LOVEFiLM as the affordable and accessible entertainment option. Coupled with our recent acquisition and integration of the Amazon DVD rental business in the UK and Germany, we are looking forward to what the next year brings.”

A few other success stories include KFC announcing the creation of 9,000 jobs, McDonald’s sales increasing by 7.6 per cent in the final quarter of 2008, Cadbury announcing a 30 per cent annual profit growth as consumers turn to chocolate treats during the recession – and the list goes on.

This small selection shows the success of businesses offering cheaper options and reflects the way people are choosing to spend their time. For the average Briton adjusting to the difficulties of a recession may mean spending less, but that doesn’t have to mean enjoying life any less. Value brands and cheaper entertainment options are the obvious choice for consumers, so how can every other business align themselves with value brands to ensure steady trade, without damaging the brand’s values?

Businesses such as LOVEFILM and Cineworld have capitalised on marketing their brands through loyalty and membership programmes, which give members further discounts and build loyalty at a time when the public are looking for extra value. But these clubs are also a way that brands such as Virgin Experience Days and Theatre Tokens can offer customers discounts and drive sales without devaluing their usually more expensive products.

The Rocket Marketing Group has a range of products that offer businesses a way to tap into the discount market. These products include The Entertainment Club, The Midweek Dining Club, The Big Savings Club and The Home and Garden Club.

The media will have you believe that we’re all sitting at home afraid to spend any money, amid the fear of redundancy and destitution. How true is this? In reality how is the recession really affecting the way people dine? And what can restaurants offer the public to turn the tide?

A recent survey conducted by the business advisory firm Deloitte found that: “Cost reduction is the top priority in 2009 for senior executives in the food and beverage industry.”

Livebookings, a marketing and real-time booking service for restaurants and diners have analysed their UK figures to monitor the amount of discounts used in their restaurants. Below is the table of results.

The amount of people using offers when booking through Livebookings has clearly increased dramatically. These results are echoed through the many things we hear and read in the media, as prudence seems to have become the latest trend, whatever your financial situation. It is clear that restaurants have taken note as there is a noticeable increase in the number of discounts and ‘credit crunch deals’ available. A popular way restaurants have found to channel these discounts, is through a dining club such as The Midweek Dining Club, Top Table, Taste London. The clubs give its foodie members a full directory of restaurants and special member discounts, easily accessible from comprehensive websites. Dining club membership figures have rapidly increased in the last few years and restaurants are recognising them as an essential tool for promoting their brand and combating the public’s reluctance to spend money.

Lawrence Hutter, Global Head of Food and Beverage at Deloitte, said: “The economic downturn has presented food and beverage companies with new challenges. It is impacting how much money consumers spend but also the way in which they spend it. Footfall in discount grocers is rising and many shoppers are trading down.”

Recognising the need for restaurants to promote their businesses in a different way, based on special offers, The Rocket Marketing Group set up and currently operates The Midweek Dining Club. Our clients have found that it is a great way to promote their restaurants by encouraging potential diners to take advantage of some fantastic discounts. With over 25,000 members, restaurant brands are promoted to a vast customer base. The special offers and discounts range from 50% off the food bill to a free bottle of wine. The best thing is that it’s completely free to register a restaurant with The Midweek Dining Club. All restaurants have to do is provide an offer for club members. It is an effective marketing tool especially for independent restaurants that don’t have a large advertising budget. And because we also pride ourselves on excellent customer service, a partnership with us is a happy experience.

So visit The Midweek Dining Club website for a taste of what we do.