Adapting your marketing message to become more recession-relevant

If someone asked you how your business has changed over the last year, my guess is that the economic recession forced most businesses to struggle and to make hard choices. With an increasing number of layoffs and reduced spending, businesses have been cutting back their marketing budgets and have been forced to become more resourceful.

While some businesses have not fared so well, others have used this as an opportunity to adapt their marketing messages to become more “recession-relevant,” and are focused on taking care of customers and building lasting relationships for the long run. For example, the jetBlue Promise Program gives customers confidence when booking a flight by guaranteeing a refund if you lose your job in the meantime. Other companies, like Walgreens, are following suit and offering customers who lost their job and health insurance free in-store clinic visits.

Instead of waiting for things to get better, you should consider revising your marketing strategy. Making a few accommodations can go a long way with your current customers and help draw new ones in. Here are a few ideas that can help you build lasting relationships:

The old adage says, “When times are good, you should advertise. When times are bad, you must advertise.” Although your marketing budget may be a little tighter this year, use this as an opportunity to realign your marketing initiatives with the current needs of your customers. We continue to anticipate better times, but there is still a long road ahead. As we move forward and begin to recover, your “recession-friendly” marketing will leave a lasting impression and help establish the relationships necessary to create long-term customer loyalty.

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