There has been a shift in the marketing paradigm. In today’s economy major corporations have changed the direction of their advertising schemes and have geared themselves towards providing cheaper products and services. The companies that are staying afloat are the ones that have lowered their prices and are letting everyone know about it by introducing or re-introducing certain keywords in their campaigns. Instead of trying to show you what makes them better than the competition, they want to show who can give you the most bang for your buck.
Only a year ago, McDonald’s was still popular but started to feel a shift in their usual customers wanting healthier foods. They added new healthier items to their menu and their commercials focused on their new healthier choices and almost every commercial featured a fancy salad. Now the focus is on their famous dollar menu and everything you can buy for a dollar. It’s proving to be working because McDonald’s sales are up and guess what? They’re hiring! Other fast food restaurants are taking the same road more so than prior campaigns; now Wendy’s has come up with their “three-conomics” themed commercials to remind their customers that they can get a lot of food for a low price. They’re pushing one main theme, quality food at lower prices.
Chain restaurants are also shifting their focus to being more affordable like Applebee’s with their two for twenty deals telling you it’s cheaper to go out than staying in. Chili’s has always wanted you to pepper in some fun but want you to take notice about their “ten meals under seven dollars” menu.
Wal-Mart has always been known for their lower prices but recently they’ve started targeting women who want to save their pennies by buying their beauty products there instead of at department stores. If you log on to their site, you can even see earth friendly products for budget friendly prices.
One of the most famously affected companies in the first quarter of 2009 is Apple Computers. Apple has always marketed themselves as being cooler and having aesthetically pleasing products and has reigned in the laptop department until now. PC’s have always been more affordable and with Dell and HP producing great laptops, it’s a lot easier on the wallet for a parent who is sending their kid to college.
This kind of marketing is not just for the usual media outlets; it applies to internet marketing too. As the use of shopping or researching online becomes more popular and consumers are watching their wallets, its not unusual for them to log on before they leave home to research what store will give them the best price. Don’t miss out on this new or reincarnated kind of shopper; optimize your site to include deals, special offers, sales, and cheaper items on your home page. Perhaps you might want to add a new page and category showcasing clearance items or items under a certain amount like “Items under $25”. Popular keywords to use are for less, budget friendly, affordable, and save on. Consider putting these terms in front or behind your usual keywords to attract customers who are looking for a good deal. These days, economically savvy consumers are the majority.
April 22, 2009
