Bag your Worries

7 Dec

In an economic downturn many retailers slash their marketing budgets or eliminate advertising all together. Yet, a reduction in marketing can cause increasingly more damage to a company. Consumers still spend during a recession; they just spend less and make more strategic purchasing decisions. In a recession, consumers look more rigorously for value, for quality, and for products that fit their needs. It is at this time that it is most important for a company to advertise- stay in the mind of the consumers and differentiate themselves from competitors. Advertising during a recession will not only help a company survive the wind storm but will allow it to prosper once the recession is over and spending increases.

While marketing is arguably more important in hard times, reduced cash flows mean many companies are feeling the squeeze and are not taking action. Companies can however increase marketing and save money by using non-traditional methods of advertising. In particular, companies should focus on utilizing their ‘owned media’- channels within the brand’s control. Owned media can include for example: corporate websites, social media profiles, corporate offices, retail locations, delivery vehicles, and employee uniforms.

Take the example of shopping bags. They are relatively inexpensive to produce and will be paraded around in high frequency shopping areas where other potential consumers will take notice.

Thanks to a terrific design blog, here are some examples of great shopping bags. Have a look at the link to see more great bag designs.


3 Responses to “Bag your Worries”

  1. dougbrowncreative December 7, 2010 at 3:31 pm #

    Great post Andrea. Owned media is the first thing businesses should be looking at. These bags are fantastic movable media. They go where you go, unlike traditional stationary media. Lots more opportunity for second – and third – hand viewing.

  2. andmerson December 8, 2010 at 10:24 am #

    Thanks Doug. Great point- Not only will other consumers be able to see the bag advertisement but the purchasers themselves will be able to take it home to be seen and used repeatedly.

  3. mot December 9, 2010 at 1:28 am #

    Thank you very much for everything you share Mr. admin guys were good. good work.

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