Value-Conscious Americans are Driving Marketers to Adapt
Wide-sweeping financial, economic and even political issues impact American life today, inspiring ‘a new normal,’ or permanent changes in consumer thinking based on the recession and economic challenges. In actuality, consumers are embracing a series of ‘new normals,’ including dramatic changes in the way we think, act, plan, shop, spend and save. Americans are adapting and marketers must follow suit. These trends represent a significant opportunity for marketers to move well beyond grabbing someone’s attention, and instead deliver usefulness and value.
Shoppers are seeking value as a priority, paying cash for necessities, foregoing credit cards, searching for discounts and putting money in the bank as the rule rather than the exception – courtesy of the recent recession. Spending is more cautious, with consumers looking for deals, using coupons and actively focused on getting the most for their money. In turn, trimming advertising and promotion budgets is part of the new normal for marketers, who now must turn to more streamlined, targeted, ROI-based practices.
The current marketing climate is ripe for alternate strategies such as front door marketing, using the same targeting tools routinely applied to more crowded media venues – yet providing a quiet, uncluttered environment to offer value and build ROI with an intelligent, response-driven mechanism. The call to action on the front-door marketing piece attracts the attention of the recipient by proving to be remarkably worthy. Gift cards, sweepstakes, tear-off offers, and sensory marketing with sound, scent or taste are available options, and represent a highly-strategic, savings-based approach suited to major brands and promotions.
The recession may be showing signs of recovery, but many economists predict that most of the changes in our spending habits, initially seen as temporary, have taken hold for the long term. If consumer behavior has truly evolved on a socio-economic level, what are you doing to meet or exceed a consumer’s expectation of value from a favorite brand? Are you tapping into the front-door marketing channel to deliver savings to your best customers?