Big Gnome

Strategy 3: Discourage the impulse buy.

It seems that lately people have been more prudent in their spending and are saying no to immediate indulgences, or even putting off purchasing something important.

If you have traditionally communicated the tempting, immediate gratification of the impulse buy in your advertising and sales messages, it may not resonate as well with your frugal audience. Try this approach instead: communicate the abstract, long-term value of whatever the purchase or investment may be.

A good example I saw recently was a New York Life billboard with a simple, holiday gift theme. What impressed me first was that the billboard was well designed, uncluttered and readable. It said, “give a selfless gift.”

There is immeasurable value in that message, while knowing the long-term benefits that life insurance can offer. And, it taps into the giving spirit of the season and the importance of family.

I researched online about New York Life’s approach, and learned these boards were one component of an entire advertising campaign. There was also an online competition for people to submit their own ad headlines or concepts. This web-based interaction with customers leads me into my next strategy, but that’s in the queue for later.

Stay tuned, dear reader.

Strategy 2: Make it personal.

As you re-evaluate and develop your marketing materials, get personal. Call your clients and ask them about their experience with your company. If they hang up on you, then maybe that’s an indication of greater problems you need to address.

With the positive feedback you receive, use it to develop testimonials, real stories, success stories, case studies, and client biographies. Use these stories to put a face on the client experience with your company. This approach could differentiate you from the competition that may have the same bulleted list of selling points as you do, that same list of features and benefits. These success stories, however you present them, may resonate more easily with your customer base.

I noticed a good example of “making it personal,” during the holidays. It was the series of Best Buy commercials. A Best Buy employee tells the story of how an individual came in to choose a cell phone for a loved one. The Best Buy employee shares a brief, candid story about how he helped the customer; the satisfaction both they and the customer shared through that experience; and how that gift made the family’s holiday special.

Just so you understand where I’m coming from, I usually criticize and/or ignore commercials and I’m not a gadget person. But, this commercial caught my attention. Maybe in the spirit of the season, it pulled at my heartstrings.

I give them props for taking it to the heart of the customer experience.