If the tragic events of these past months proved anything at all, it is that we live in an interdependent society. All jobs are important, and we all need each other to survive. The greatest struggle that every marketing professional faces during these difficult days is the ability to encourage and maintain consumer confidence. In wartime, many feel the urge to hide dollars under the mattress, but now more than ever it is imperative that we keep the money circulating. How can marketers help?
Take this opportunity to evaluate your products or services. Look at all of the positive aspects of what you are selling, and that will strengthen your own confidence in your product. If you don't believe in what you are selling, how will others?
Next, use your refreshed perspective and focus in on a new way to present your products or services. This can happen through a new identity campaign, a new brochure, a seminar or a direct mail piece. Every time you invest your marketing dollars, you are helping one of your vendors in their businesses. As a marketer, you have the power to help printers, advertising agencies, public relations firms, special event planners, and newspapers, among others.
Remember the rule of karma. If you choose to spend your marketing dollars, you will help others and you will also encourage consumer confidence. Entice people to buy your product or use your service, and you will have played your role in the economy.
November brings us Thanksgiving. A way to show appreciation to your consumers, this holiday season, is to offer them coupons, discounts and give-a-ways. It's the best way to get them shopping. You will ensure loyalty and repeat business. Good luck in your efforts.