Changing customer attitudes is a difficult and expensive proposition under the best of circumstances, and this ain’t them,” says ad agency president Sharon Krinsky in a delightfully snarky blog called The Ad Contrarian. For the time being, she says ignore your ad agency’s brand babble and focus on giving your customer a practical reason to try you now.
In difficult economic times like these, she says, your marketing should focus on trying to change customer behavior, not their attitudes.
“Contrary to what most people think, behavior is easier to change than attitudes. It is easier to convince you to eat a Big Mac than convince you that a Big Mac is a good thing to eat. It is easier to convince you to go to Las Vegas than to convince you that going to Las Vegas is a smart thing to do.”
How can you woo them your way? With a good deal, a special offer, a service enhancement, innovation or new benefit. As always, focus on differentiating your product, service or company in a meaningful way.
Photo by ralphbijker