Marketing Mistake #4 - Be a Light in the Darkness - March 11, 2009
Admit it. It’s absolutely depressing to open a newspaper or turn on the television. Every story reinforces the gloom-and-doom economy we’re living in. We’re in a full-blown recession. Banks and Automakers are still floundering even after government help. Consumer confidence is in the tank. Unemployment is up.
How in the world can these negative stories offer your company an opportunity to shine? Take a look at your company — what it does and who it serves. Is there a way to position it in a positive light based on the profusion of negative stories?
If you own a hardware store, position yourself as the expert source on home DIY. If the housing market continues to slide, people are going to be in their current homes for the foreseeable future. It should, therefore, be the home of their dreams…and it can be, with a little help from you.
Do you sell breakfast cereal through grocery store chains? Use publicity to reinforce how important breakfast is and the low cost of eating breakfast at home. Or suggest including cereal in healthy, inexpensive snacks for children.