If for no other reason than I am a persistent observer of life I saw examples of recession marketing in the spring of 2008.
In other articles I have shared some of the reasons for recession marketing and how this form of marketing is different. To bring this into perspective let me just say that when the economy is good you will find that advertising (marketing) appeals to your sense of personal taste and desires. When the economy is poor marketing needs to center on quality and value.
One of the advertisements that vividly demonstrated that company marketers had a clear understanding that things needed to change was an advertisement for a family sized vehicle.
This advertisement talked about a better-known competitor. They pointed out that their vehicle cost several thousand dollars less than the competition. Instead of pointing out the many things a person could buy with six thousand dollars this company had grocery carts filled with food and indicated the savings on their vehicle would provide food for a family for a year.
Another advertisement deals with the phone connections between people. In this case it was the difference between VoIP and other forms of connection. The phone company that uses VoIP demonstrated a multitude of features and a price that was about a fourth of the cost of other phone competition. They further demonstrated that the competition did not provide similar features in their basic package. What they were trying to do was point out that for 25% of the cost consumers could actually find greater value.
Marketing during an economic downturn is all about siding with the people who are keenly aware they need to reduce spending or need to derive the greatest long-term value from the product being purchased.
This translates to your business website. Can you think of ways to enhance the marketing aspect of your ecommerce site to reflect your understanding of tough times and the need for value?
Subtle shifts in your marketing strategy can help align you with the mood of your potential customers. Can you find freebies you can pass along to your customers? This could be a new networking opportunity for you as you work with other businesses to promote their non-competing products by providing value added free sample as part of your customer's orders.
The role of recession marketing shouldn't be viewed as an attempt to fool customers into thinking your products are superior, but to point out the things that give your product or service a value that is unique and unexpected in times of financial difficulty.
Marketing is simply finding the best way to get your message out to prospects. What you may discover to be the best way today may not be the best way six months from now. You need to be flexible enough to move in a new direction when necessary. You don't need to overplay desperate times. In fact there was absolutely nothing in the two examples above that indicated this was a response to the economy. There may not be a need to remind customers that things are bad. Simply point to the value and quality of what you offer, make the message easy to understand from a financial point of view and see if things don't improve in online sales.
Related Articles
Everything I Learned About Marketing I Learned From Movies Featuring Lost Pets
By: Scott Lindsay | 04/08/2008 | Marketing
If you watch any movie that features a lost pet you will typically see a young child roaming the streets tearfully calling the pet's name. They will also be seen placing lost pet notices on virtually every telephone pole and bulletin board in town (usually a mature grandmotherly type will...
Internet Marketing - The Art Of Capitalizing On Content
By: Scott Lindsay | 14/01/2008 | Internet
I've said before that marketing is all about content. The carefully chosen words on your website can have a profound impact on your placement in search engines and in the perception many online users have of your website.
I'm going to suggest something that you might never have considered before. When...
Internet Marketing - Vision Allocation
By: Scott Lindsay | 31/01/2008 | Internet
Let's see, if we go back far enough in time we find a car. This car doesn't have an especially comfortable ride. Someone invests shock absorbers and markets the idea. Customers discover something they no longer want to be without.
In time an in-dash radio is developed and the consumer moves...
Internet Marketing And The Relative Unimportance Of Demographic
By: Scott Lindsay | 06/02/2008 | Internet
Are target demographics important in online business?
In brick and mortar stores there is often an incredible push to remain relevant to a specific age group and market the business to that demographic. This has a bearing on the products offered, the décor of the store, the type of bags they...
Web Marketing And The Potential In A Multi-Site Design
By: Scott Lindsay | 14/02/2008 | Internet
The concept of web development may include more than a singular ecommerce website.
I have talked about the subject of web development in light of positively constructing a website. I've also talked about the mentality needed to envision the entire site prior to launch so you have some idea of where...
Internet Marketing And The Website Of Renown
By: Scott Lindsay | 10/01/2008 | Internet
There once was a man who developed, "Ye Ole Grand Website of Renown". It was a lovely site and he was well proud of his accomplishment. The navigation of the site surpassed Viking tales of old. Each section of the website sported a beautifully crafted signboard and Old England flare....
Internet Marketing And The Art Of Practicality
By: Scott Lindsay | 14/02/2008 | Internet
In times when the economy is in a downturn some business owners may conclude that there is the distinct possibility their business may be in jeopardy.
Sometimes a marketing problem simply requires a change in perspective. Many of the most successful business owners found enormous success by learning new methods of...
Site Promotion: 101
By: Scott Lindsay | 24/01/2007 | Marketing
The subject of site promotion is a key part of online marketing. It does you no good if you build a beautiful site, but no one knows about it.
If you are just starting your website you may wish to use some (or all) of the following techniques in your site...
Got a Question? Ask.
Ask the community a question about this article:
Q&A Powered by:
More from Scott Lindsay
Can A Business Help You Save for Retirement?
By: Scott Lindsay | 08/09/2008 | Home Business
Money making ideas are all about determining a goal and working to reach that goal. Your motivation doesn't have to be about retirement, but it should be something you deem worthy of hard work and the investment in time you will have in reaching your ultimate goals.
Money Making Ideas and the Interactive Video Game
By: Scott Lindsay | 08/09/2008 | Home Business
Moneymaking ideas are generally very personal and filled with passion. In the privacy of your own home you can run your idea through a video game simulator and make a determination as to the potential success of your idea before you hang out your proverbial shingle.
Who Put the Money in Moneymaking?
By: Scott Lindsay | 01/09/2008 | Finance
Today the art of making money has allowed many business owners to participate in acts of philanthropy. These individuals give out of a sense of either abundance or genuine charity to benefit others. By centralizing commerce to the exchange of currency much more can be accomplished.
Promote Your Website With Social Networking
By: Scott Lindsay | 01/09/2008 | Online Promotion
Can the use of a social network provide a means of site promotion? Are there any problems associated with the use of a social network? This article takes a look at the growing phenomenon of social networking and it's affect on ecommerce.
Podcasting is the New Radio
By: Scott Lindsay | 27/08/2008 | Internet
For many in the Millennium generation podcasting is the new broadcasting. For many who are under twenty-five there has never been a time when they did not have access to computers.
This generation perceives the interactive components of the Internet to be the focal point of media in the 21st century.
The...
Ecommerce For Making a Living
By: Scott Lindsay | 27/08/2008 | Internet
One of the primary advantages to an online business is the fact that when a customer orders a product you are virtually assured payment. In a cashless ecommerce environment you and your customer rely on electronic fund transfers as opposed to a check that may bounce or cash that could...
Making Money Beyond the Ruts of Mundane
By: Scott Lindsay | 25/08/2008 | Home Business
The pursuit of moneymaking ideas is the essence of entrepreneurialism and it is in so many ways the closest thing to being a pioneer in the 21st century. There are new areas of interest that you can explore and new business opportunities that may be a good fit for the adventurer within.
The Four Point Consumer Connection in Ecommerce
By: Scott Lindsay | 25/08/2008 | ECommerce
This article points to four primary point of connection between business owner and consumer in the vast and every growing landscape of cyberspace.
Internet 
