Well, think about what you are selling and how you are selling it. It isn't just about a product or service and a graphically appealing ad campaign. You need to connect with your consumers through a message - a valuable, emotion filled, message.
Right now, consumers are cost-conscious. They want a deal - and they pretty much expect one. They want to see that the product or service is valuable and walk away proudly thinking, "I got this for a steal."
Consumers are also looking for emotional connections. In order to communicate your brand effectively, you will need to mix part economics with part emotion. Give consumers a good price - the deal - and give them a good feeling - the value. As our economy changes, we look at our pricing model and determine the most competitive price that can still generate a profit. You can't afford to not also evaluate the emotional model of your brand, so you can determine how best to convey the economics and emotions in your marketing message.
Here are some of the latest messages coming from international, national and local companies that have embraced Emotional Econ Marketing in their marketing campaigns. Some are taglines, others are part of the ad message:
Cici's Pizza: The Real Value Meal
Home Depot: More Savings. More Doing.
Santa Barbara Axxess: Recession Proof.
Taco Bell: Drive-Through Diet
Target: A new day. New ways to save.
Target: Expect More. Pay Less.
Virgin Mobil Canada: Screw You Recession.
Volkswagon: 60 Years of Value.
Wal-Mart: Certainty in Uncertain Times.
Whole Foods Market: No wallets were harmed in the buying of our 365 Everyday Value products.
As we come out of the recession, remember to redefine the value and communicate the message in all your marketing efforts.
Go create!
Your Chief Inspiration Officer
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