A couple of new commercials have hit the air the past few days from major national marketers like Pepsi and Allstate. Now that the holidays are over, retailers are licking their wounds, and people are starting to ask the question: What Now?
- Some will put money in their mattresses and stock up on bottled water and canned food.
- Others will, undoubtedly, look to the new administration with hands outstretched, looking for yet another bailout.
- Still others will turn face 2009 with optimism and hope – and even capitalize on the opportunities that these tough times present to all of us: A potential green technology revolution and local, grassroots efforts to improve our own communities are just two that come to mind.
It seems that the market and the American psyche are – and will be – working together to realign our priorities. This will likely mean less disposable income spent on things we don’t need, true, but more time spent getting to know our neighbors and experiencing a shift in our thinking about what represents success.
These two commercials have captured that emerging sentiment and, while they’re ultimately about selling something, they appeal to the values that will pull us out of the pickle in which we find ourselves:
[youtube]http://www.youtube.com/watch?v=Mh4h1S4_5Wg[/youtube]
[youtube]http://www.youtube.com/watch?v=xW5XmsG8kJ0&feature=channel_page[/youtube]
Survey after survey has shown that consumers spend more money with businesses that are committed to a cause. So look at your business’ position in the market and your marketing and ask yourself:
- No one likes to walk around afraid; how can you contribute to this New Optimism in your messaging?
- How much more effective can your advertising be if you’re seen as a partner in this new reality instead of a creature of opportunity?
