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Recession Resistant Marketing

by Scott_Lindsay

After September 11th, 2001 the mood of American consumers was
somber. The horrific wrinkle in our collective history had
everyone pulling inward financially and a sense of fear gripped
consumers for a time. Some marketers responded to the crisis
badly. They overplayed the importance of patriotism and some even
focused on the need to continue spending to keep America moving
forward.

Obviously there is nothing wrong with being patriotic, but when
something as cherished as patriotism is used as a selling tool
your message has the appearance of being less than genuine.

Whenever a nation begins to move into an economic downturn there
is an incredible negative response that often happens when
certain businesses fail to grasp the mood of consumers.

The upbeat positioning of marketing needs to take a dose of
reality and come back with a slightly different message.

We�ve all seen television ads that show a group of beautiful
people enjoying life and either dancing or laughing in the
environment they find themselves in. This type of advertising
tends to invite viewers to join in the fun. Of course that fun is
associated with the product being advertised.

In a recession the role of corporate responsibility might have a
business demonstrating ways they are helping others weather the
storm. The ad might have nothing to do with the products or
services provided, but provides others with the opportunity to
see you helping others in the midst of great difficulty.

If you do talk about your products make sure to gear the
conversation back to quality. People will continue to make
purchases in hard times, but they will often find themselves more
interested in the durability of a product than with what may have
been considered an impulse buy in better times.

Another consideration for business owners is to actually alter
the concept and design of your advertising campaign. If for
instance you have relied on bold colors in a fun environment you
may consider replacing that with more neutral colors and a
message of practicality. Do not feel tied to continue an ad
campaign that was useful to you in better times. It may not work
in an economic downturn.

Consumers might also be more prone to consider the quality of
the product as a primary consideration. If you can demonstrate
your product has a higher quality than similar products you may
find your sales actually increase in lean times.

If you watch television you can almost gauge the economic mood
of the country by watching the shift in advertising technique.
Ads that may have seemed fun, but meaningless are replaced with
ads that present a picture of a solid company with solid answers.
Advertisers will express concern for families and budgets.
Products will be cast in a spotlight of quality and purpose.

This doesn�t mean that the fun of your website needs to be
tossed out, but it may need to be tempered. You don�t want an
overly optimist presentation to conflict with the realities
customers are facing.

Wise is the man or woman that knows when to shift gears and
begin marketing their products to offer solutions to tough
circumstances.

Economic downturns affect all of us, but when consumer focus
shifts you need to correct your visual marketing prescription.

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