Defying the downturn – the marketing shift
The credit crunch has forced a widespread rethink in the way that companies advertise their products and services, and the change in approach is now being experienced across the board. As we’ve said for a while here on Green Notes – the customers are still out there, the marketing just needs to reflect the times to be effective.
The NFL Superbowl final, the American Football showpiece characterised by its incredible viewing figures and therefore marketing potential, is an accurate indicator of the advertising industry as a whole – and Sunday’s US broadcast underlined the marked shift in emphasis. A Hyundai offer of clean slate credit in the event of losing your job during a repayment period perhaps highlighted the new advertising landscape better than most.
Back here in the UK, the examples are numerous, if slightly less stark – a longstanding Virgin Media offer of three months cheap rate services has been hastily repackaged as “brightening the credit crunch”. Sainsburys supermarket has gone from overpromoting its premium “Taste the Difference” and “SO Organic” lines in favour of the budget “Basics” range. These examples, picked from many, again underline the way in which the biggest of corporate names are redirecting their focus.
From a marketing perspective, it’s a new challenge to appeal to customers and prospects with genuinely reduced buying power, but the key point remains the same – the customers are still around, they haven’t disappeared. It’s absolutely essential for advertising to keep pace with the changing demands of these customers to get results now.
We’ve facilitated such a shift with our own clients over the last few months, and found that a strategised change in copy tone and offer presentation really can reap rewards. Some of our email marketing during this period has achieved record responses, and the return on investment has continued to tell its own story.
So if you’re wondering how best to market your products and services during the downturn, get in touch, we’d be happy to show you what we can do for your business.
Tags: Email Marketing, marketing