12 Sep Capturing The Mood
Is your marketing plan capturing the mood of the country? What does that even look like practically? What if the mood of the country is negative?
These are all great questions you should be asking your marketing team. One of the keys to an effective marketing strategy is connecting with your prospective clients. When you are on a tight budget, the easiest way is to reflect the mood of the country in your marketing.
Let’s think about in today’s economic environment. The current mood of the country is anxious, uncertain, and in a lot of ways angry. Not exactly words you want to convey in your marketing. But you can put a positive spin to the negative energy. Focus on ways your product or service helps your prospects overcome their anxiousness, uncertainty, and feelings of anger.
Too often businesses make the mistake of pulling back their marketing spend when the mood of the nation is negative, not wanting to associate with the bad headlines.
Too often businesses make the mistake of pulling back their marketing spend when the mood of the nation is negative, not wanting to associate with the bad headlines. But there is a missed opportunity here, and moods do change. You want your prospects always thinking about your brand.
I recall a famous campaign Coke pushed out in 1979, “Have a Coke and a Smile.” The ad first ran during the Super Bowl in January. That same year inflation reached 11.3%, and it would soar to 13.5 in 1980, leading to a brief recession. Gas prices were up, and the cost of energy was killing people’s budgets. Coke is not an essential product, meaning you don’t need a Coke to survive. You need water and food. Coke is considered a luxury product.
In November of 1979, The Coca-Cola Company reported a 13.9 percent profit increase in their third quarter, with a sales gain of 8.3 percent. More people found the budget to buy a Coke when inflation was at an all time high. Why? Because the mood of the country was grim, and the people wanted to smile.
What about your product or service? What can you offer your prospective buyers today to reflect their mood? Don’t pull back your marketing spend, change your messaging to reflect the mood.
Scott Miller is the CEO of Centerpost Media, host of the Create. Build. Manage. show (seen on BizTV, heard on BizTalkRadio, and available wherever you listen to podcasts,) and a member of the Forbes Agency Council, Entrepreneur Leadership Network, and Dallas Business Journal Leadership Trust. You can find Scott on Facebook, Instagram and Twitter via “@scottmillerceo” or on LinkedIn via “@scottmillermedia.” Centerpost Media is a content marketing agency with a vision to help every business they encounter with their media needs by providing outstanding quality, service and value. Centerpost Media is the parent company to BizTV, BizTalkRadio, BizTalkPodcasts and Bizvod.