We took a holiday hiatus here at J.Schmid. It was a chance for everyone to take stock of what’s happening outside the office and connect with family and friends. The extra time also provided the opportunity to dive deeper into news, podcasts and movies, and to generally get out more.
Now, I’ve understood for a while that there’s a lot of uncertainty in the world. But man, oh man, I really learned over these past couple of weeks that folks are on edge! We’re collectively unsettled, anxious, worried, stressed, scared and cynical. There was a little holiday cheer clawing its way out, too, but seriously – very little optimism. People are feeling isolated and divided, and it’s creating this weird free-floating anxiety for everyone.
In 2017, the American Psychiatric Association conducted a poll of 1,000 U.S. residents and found that nearly two thirds were either extremely or somewhat anxious, and more than a third were more anxious overall than in 2016. In 2018, the same study was repeated, and anxiety was up again another 5 percent! They also noted that millennials, our up-and-coming consumer base, were the most anxious generation.
As marketers, what do we do with this? How do we respond and better serve the hand-wringing consumer? Well, Hammacher Schlemmer added a Tranquility Pod to their assortment (for $30,000), maybe the antidote to the standing desk! I wonder if it has WiFi? But seriously, I’m not talking about products, but rather tonality and approach to advertising.
Since the world is preoccupied with government shutdowns, nasty politics, stock market declines, and, in too many cases, trying to make ends meet, it’s a good time to remind people what it’s like to feel good. Simply saving money as a feel-good solution has its limits. And really, comfort is what we all can use right now.
So here’s an idea: Instead of shouting about discounts, free shipping, savings and limited-time offers, we offer our audiences a path to treating themselves and others well. Is this preying on the tired and weak? Eh, maybe. But hey, we’re marketers – not therapists! We always talk about how effective it is to make an emotional connection with the consumer, and now’s the time. Here are some alternatives to the ubiquitous marketing spew that has become all but invisible:
Instead of:
- Save up to 50%
- Free shipping
- Buy one, get one
- Instant rebate
- Limited-time offer
Say:
- Treat yourself to 50% off.
- You deserve this. Shipping is on us!
- Buy one and gift one… for free!
- Dinner’s on us with your rebate.
- Don’t stress – we always have great deals!
Okay, these aren’t perfect, but you get the idea. Knowing your target audience is key to any successful marketing effort, right? The resources spent on marketing analysis is amazingly huge. Both digital and print marketing efforts often forget to factor in the national psyche when developing creative. Right now, I think we’ll all be more successful with a personal and compassionate tone. Now that’s ironic – marketers being the polite voices in the room!
Don’t stress, treat yourself to some fresh ideas on engaging your audience. Email Neal at neals@jschmid.com.
Tags: consumer behavior, Consumers, marketing strategy, neal schuler, targeting