Be creative and stay true to yourself!

Posted at November 11, 2008 // Advertising, Promotion, Public relations, Retail, Strategy / Tactics, Web

Stock is down today. But that’s such old news that it’s hardly even worth a blog mention.

The economy is in trouble, no doubt about it. And everyone is trying to figure out how to get a share of consumers’ shrinking wallets.

I subscribe to several Smartbrief newsletters (if you don’t, you should.) And one of the top headline is “Kraft Tests Recipe for Selling in a Recession”. (Full article is available with subscription to Advertising Age. Once again, if you’re not currently subscribing, you should.)

The same day, I was emailed an article from New York Times ”Goodbye Seduction, Hello Coupons”.

And of course, last but not least, I’m working on a value proposition campaign at work myself. I’m sure many of you are, one way or another.

So, how do we sell ourselves out of this mess?

Stay true to your brand! If you got it, flaunt it!

If you’re an economy brand – flaunt it! You’re cheap, and there is no better time to be cheap.

If you’re a lux brand – flaunt it! The rich won’t cheapen themselves…

If you’re somewhere in between… well, flaunt what you got.

Consumers bought you for a reason. Take Target for example. Everyone is now worried about them, including Target themselves. However, it’s not like consumers used to shop there BECAUSE it was more expensive than Wal-Mart. They shopped at Target because they enjoyed the shopping experience better, because they enjoyed the selection better. And now is the most important time to remind them. Now is NOT the time for Target to become Wal-Mart. Otherwise, people would just go to Wal-Mart

So, remind consumers why should choose you. Flaunt what you got.

Look at it another way. If you consider yourself to be a fashionista and you can’t afford to shop at the designer stores at the moment, you get creative! You shop vintage. You won’t all of a sudden ditch your “brand” and start shopping at the Gap. So, be creative, but stay true to yourself!

Tags : Advertising, Promotion, Public relations, Retail, Strategy / Tactics, Web