According to a recent survey of some 2,000 Americans, the land of opportunity may have mutated into a land of pessimism. According to the TIME/Aspen Ideas Festival poll, 71% of Americans see America as worse off than a decade ago. A country that weathered a Great Depression, two World Wars, Vietnam and Watergate is having a tough time peeling itself off the mat. We are down for the count.
Even after the elimination of Osama bin Laden Americans are still haunted by the ghost of 9/11. Today’s teens cannot remember a time before the War on Terror and economic upheaval. The usually upbeat Baby Boomers are finding their careers cut short and their retirement depleted. They see their children’s difficulty launching careers and striking out on their own. Such sights make even Baby Boomers gloomy about the future.
So how do you market your products to a downcast consumer in an age of bleakness? Here are a few thoughts that you and your branding agency might consider:
1. Escapism Look for themes and settings that help your consumer escape their grim realities. During the Great Depression, Busby Berkley’s movie extravaganzas had people flocking to the cinema to live vicariously. Sequined women and dashing men in white tie danced through fountains of champagne and threw their heads back in gales of laughter. Advertising that is fun, stylish and a little decadent can make a cheeseburger seem indulgent and a pair of funky, new shoes feel glamorous.
2. Community People are looking for distractions and are busy networking to find job leads. Social Media is a burgeoning marketing opportunity. Establish a Facebook page, send out frequent tweets and make your brand a part of this world. Become a part of the conversation.
3. Cause Marketing Look for ways to tap into the customers’ anxieties. Understand what they are concerned about, then make your brand part of the solution. For instance, if you are marketing to a younger demographic concerned about the environment highlight the fact that your packaging is fully biodegradable. Connect your brands with causes that both you and your target believe in.
Becoming attuned to your customer’s mindset is a crucial part of brand building. Connecting brands to brains is as fundamental to a company’s success as having a friendly sales team. After all, getting the customer smiling is Salesmanship 101.
