New Rules

Cynti Oshin, Director of New Business Development and Client Services

The rules of consumerism from pre- Fall 2008 have changed. As marketers, we are speaking to a tentative audience who is emerging from the most significant economic crisis we have experienced in almost a century. Sustainability, whether a part of everybody’s vocabulary or not, is a driver for most consumers. Can I make this purchase of (organic produce, athletic equipment, handbag, shoes, office equipment, cell phone, etc.) and still make my mortgage/rent payment, pay my cell phone bill, reduce credit card debt, save for college tuition, etc.? An Ogilvy & Mather study from March 2010 found that:

Quality is still in, according to the study with 73% of consumers saying they would rather have fewer, high quality things. But while they still want some luxuries, their shopping habits have changed as a full 92% say they are using coupons, 91% are shopping at cheaper/discount stores and 90% are buying more store brands.
http://www.ogilvy.com/News/Press-Releases/March-2010-Eyes-Wide-Open.aspx

Indeed, consumers are still buying, albeit differently, and with more discipline. The Ogilvy study states “….many marketers are projecting the stresses of the economy in their marketing and are not connecting with the new consumer mindset….It’s time for marketers to reflect the new positive self reliance of today’s consumer and to tap into building relationships with more one-on-one marketing efforts.”

At Stanton & Everybody we believe the relationship between our clients, their brand and the consumer is what builds the foundation for trust, loyalty and advocacy. Most recently, we helped a new client look carefully at how they were connecting with their target. What exactly did their product do to enhance the life of their customer? The audit revealed that the product enabled the user to more easily get outside, enjoy time with family and friends with a quality product at an affordable price. A win win for everyone. A horrible economy doesn’t have to prohibit you from the simple pleasure of getting outside. Especially, with those you love. Makes for a pretty simple message resonating with just about anyone.