While we are waiting for “It” to be over
As an agency working with our Clients in this tough economic environment we know their challenges; budget and staffing cuts and marketing plans that hang in limbo or are in need of a complete re-assessment.
The “new economy” has created the “new consumer” and understanding their needs is mission critical. While this is tough to see while wading through red ink, it is the most effective investment for the next quarter and years to come.
Whether you’re on the brand marketing team or work for the agency, now is the time to get your finger on the pulse of your consumer targets. And yes they still have them. It is the only way to make sure your brand stays relevant to consumers. And, the benefits of staying real now will play out over and over again.
Admittedly it’s tough to justify a research budget when you are just trying to keep your SOV at a livable level. But there are low cost “new economy” methods to staying close to your consumers:
Online surveys
Reach out to the sites you are buying from and ask for that something extra for FREE.
- On a targeted site with a product giveaway as incentive, you can get a projectable number of respondents. Is it the same as an attitudinal study? No, but you may learn what people are thinking now. And the sites are all looking for ways to keep your business.
- Talk to your own site visitors; depending on your site traffic it may take time to get projectable numbers, but it will be worth the wait.
Ask your consumer communities
Visit groups on Facebook and the like and ask questions. The Moms, sports fans, car enthusiasts and pet owners are easy to spot and clearly qualified as your target (why else would they hang out in the “Whippets Are Not Baby Greyhounds” group?) and they want to be heard.
If you ask you may be surprised what you find out. The potential benefit of brand relationships within the community is just gravy.
Think partners and publicity
We all need the latter so reach out to publications and ask what they need to know. Find out where you have common ground and structure a survey. Then after you’ve had a chance to reap the results, publish it.
So what do you do while you are waiting? Get smarter about your consumer and the rewards will come, long before the economy goes back to 2007 levels.
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If you have an opinion on how to tap into the “new consumer” leave a comment below.
