Moving Forward

It’s 2010 and we are now marketing to the “post-recession consumer”. Much like the consumers who survived the Great Depression, current thinking is that the effects of this recent downturn will forever change today’s consumer. What we do know is that in 2010 we are marketing in untraditional times and that calls for smarter thinking and awareness of an altered marketplace.

1. Price & Value: Price is now the primary consideration in purchasing, before all other features, and this crosses into most product categories. Consumers are wiser and no longer influenced by perceived value. The way to differentiate your brand is to offer authentic, believable value for the price.

2. Target & Segment: In the past, we targeted groups. Now, it is possible to customize your approach using geotargeting, database management and variable data printing. Once the prospect has engaged with your brand, segment your messaging to what is relevant to them.

3. Integrate: Traditional advertising and marketing channels are not going to disappear; they are part of multiple touch points that marketers need to engage the consumer. The most amazing website or interesting Facebook page will do little to generate leads or sales if the consumer is not aware enough of your brand to try to find it.

4. Be There – 24/7/365: Yes, it’s a cliché, but consumers expect brands to be accessible. By integrating, even the smallest brands can cost-effectively interact with consumers all the time. Brands no longer need to go on “hiatus” since they can remain visible through planned, consistent messaging across multiple platforms including broadcast, outdoor, direct mail, e-mail, banner ads, SMS alerts and social networking.