Staying on your Feet as Consumer Confidence Falls

America is immersed in what economists call "the paradox of thrift." As consumers worry more and spend less, their collective cutbacks keep money out of the economy and make matters worse.

As marketers, we communicate logical criteria such as performance and pricing, as well as sensory and emotional stimuli. The alchemy is in the mix. Now is the time to get back to basics.

Emotion rules. Studies of brain-injured people who have lost emotional function reveal a total impairment of the ability to make buying decisions, despite having all the facts. They are simply unable to shop.

Logic supports. With new and unfamiliar products, consumers seek categorization. The opportunity to choose from a smaller, better-defined subset improves decision-making and ultimately purchase satisfaction.

When emotion turns to fear and logic to financial survival, how should we respond?

Consistent branding brings affinity by building emotional bonds and clarity by simplifying choice. Consumers with a loyalty to a company, product or service are more likely to make contact and proceed toward purchase. They spend less time shopping around, even when their decisions are tempered by the bargain-seeking logic of frugality.

Now is the perfect time to reinforce relationships through marketing that provides encouragement and practical advice. These times call for new insight and efficiency in our strategies and communications. Call on Red Lizard Creative to help.

Image: www.nowwearetalking.au