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Sartori Cheese - Director of Brand Marketing
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Sheboygan Area School District - Superintendent
If you read our last blog, "Why You Need Marketing More Than Ever During Economic Downturn," you’re probably wondering, “what’s next?” and “how do I market effectively during an economic downturn?” So our experts are back to shed some light on how to do just that! These tactics coupled with a great strategy will help you in any economic climate.
1. Start the Conversation with the Right Person (Be Targeted)
Don’t be “that brand” that thinks screaming their message the loudest to the most people is going to gain them great ROI. More than ever during a recession, it’s about targeted and strategic marketing. Be smooth.
Don’t waste your money on consumers that aren’t your consumer. Know your market segment; get to know the messages they resonate with, the voice and tone they respond to, the marketing channels they will hear it on, and more than anything, what need they have that you can meet. If you’re selling the bad-boy look on a motorcycle, maybe don’t go after the girl who’s only interested in the Oxford type in a Prius. If you’re selling dog-leashes, stop screaming your message at people that don’t like animals in hopes they’ll buy just because they fit into a generic “30-something” demographic.
Are you not sure who your consumer is or how to best resonate with them? We have a whole team of experts that can help you with that! Check out our marketing services!
2. Be the College Sweetheart (Build Trust)
During a recession more than ever, consumers are looking for reassurance that you will deliver on your brand promise, that you will meet their needs, and are worth spending their limited income on.
Think of consumers in a recession as a freshman college student; they are facing unprecedented circumstances; they feel fragile, uncertain, and are looking for a nurturing relationship. And, if the relationship goes well, throughout the tumultuous years, they might even be interested in making this a long-term relationship.
It’s not enough to start the conversation. You have to nurture the relationship, communicate consistently, and regularly to show the consumer you can be relied on and follow through on your brand promise to build trust. Be the brand they want to bring home to their parents and show off to their friends. Be the brand everyone else gets jealous your consumer has and make them want you too.
Are you not sure what your brand promise is or how to nurture your consumer relationship? We have a whole team of experts that can help you find out! Check out our branding services!
So, there you have it; great tactics to find a soulmate…or market effectively in an economic downturn, or maybe both, who knows. Here at Sun Graphics Media, we fancy ourselves match-makers; that is, we help brands find their identity, develop their messaging, and then get that message out to the right consumers for them! We work with some of the world’s largest brands like Champs Sports, Adidas, the PGA, Piggly Wiggly, Oscar Hammerstein Museum and Theatre Education Center, Torke Coffee, and numerous others. Do you want to learn more about how to find your consumer soulmate? Contact our experts today!
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