During challenging times, consumers put more thought into what they buy. Suze Bragg writes on “Retail Online” that this is the best time to market to consumers: “If you’re not on their radar screen now, why would you be on it after they’ve settled on a product or a store?” Now is the time to spend wisely and earn customer loyalty.
Companies who stay on the marketing radar during downturns tend to do better not only in the down cycle, but when things turn around. Bragg offers the following advice:
- Use co-op dollars. Your suppliers are essentially in the same boat you are and you’ll swim (or sink) together. Take advantage of the dollars and the marketing intelligence your vendors can provide.
- Use email. It’s inexpensive and it reaches a wide range of customers.
- Send out value-add offers. While we’d caution against deep discounts, special offers can let your customers know you’ve got great product and can give them the service and value they need to help them celebrate this holiday season.
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