Are you getting sick of all this recession talk? News editors are obsessed with stories that whip up further financial anxiety or pontificate on prudent ways to recycle your potato peelings. And it’s filtering through into marketing material. Every press release or direct mail we’ve received lately can’t seem to resist making reference to “the effects of the credit crunch” or “the current economic climate”.
Recession fatigue is setting in. Mintel research from October shows that, despite a long road ahead to recovery and stability, many people are beginning to turn their attention to immediate concerns such as family or health over the more abstract economic situation. With coverage overkill and the sobering reality of tightened purse strings, distraction and a bit of light relief are in order.
This is an opportunity for marketers to stand out from the flock. By now everyone is aware of what our financial landscape looks like and its implications. Opening a press release with reference to it is redundant and a stumbling block before the communication of your real message. Instead of joining the general bleating, why not shift your product away from the associations of a downturn economy?
It’s also time to give your audience a bit of credit (excuse the pun…). People have had enough of hysterical-sounding copy that would have them believe the end of the world is nigh. Avoid overblown exaggeration that will undermine your brand’s credibility in the eyes of a more cynical public.
With doom and gloom peddlers on the one side and preachy penny-pinchers on the other, you could be forgiven for wanting to rush out and blow your life savings on champagne and indecently expensive chocolates. At least then you’d have something to "crunch" on. But resist the temptation to align your brand too closely with the economy. It’s only a matter of time before the public mood switches to recession rebellion.
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Comments
1. On 31/12/2008 at 19.02 Roger wrote:
Great report ;) but what we have seen so far was the soup, the big meal will come in 2009, so be prepared for the main story...
2. On 05/05/2009 at 14.36 OriginDesign.uk.com wrote:
What a breath of fresh air! I know this is an old adage and possibly a little clichéd, but if you’re not part of the solution you are part of the problem. One question we always ask clients is “Before the banking fiasco how was your business doing?”, most answer they were busy and feeling positive about the future.
If you are asking your customer to invest in your brand why include a negative as part of your messaging? Come on marketing departments be brave – get back to the core benefits your offering delivers!
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