The Advertiser's Dilemma - What To Do When Prices Rise?

By Cynti Oshin
Director Client Services/Business Development

Today, advertisers face innumerable challenges when crafting a message that will resonate with their audience. How do we rise above the ‘noise’ of all the other advertisers in the marketplace? How do we build a buzz? How do we activate the consumer to choose us? And stay with us after trial?

And how do we get them to buy us even after we’ve been forced to raise our prices on the backside of the Great Recession? (Insert screeching brakes sound here.)

Last Friday, the Seattle Times ran an article regarding the anticipated rise in costs of clothing and shoes, as a result of escalating prices of cotton, rubber, varied other commodities, and even production costs over seas. Across the board, from low priced manufacturers to more upscale clothiers like Tommy Bahama, costs will rise this coming fall.

Our client, Triple T Trading, parent company of the newly unveiled brand Northside Shoes, held its wholesale pricing steady while absorbing the rising costs over the past few years. Their (and many other manufacturers’) reality is that in order to remain sustainable, they will need to recoup the additional costs and raise their prices - however marginally. A bitter pill for everyone to swallow, indeed. In the case of Northside, their line of shoes continue to help families get out of doors for more time together at an affordable price. More memories, more fun, more great experiences. And it is this message that they are taking to the marketplace.

Not such an easy sell when you’re a gas company – that’s a message that takes some serious crafting. $3.75 a gallon, here we come.

http://seattletimes.nwsource.com/html/businesstechnology/2014261281_inflation18.html
http://northsideusa.com/