Tough economic times often result in a return to the home, to familiarity and family. Self-admittedly, I’ve been in financial hibernation mode for the past few months. Rather than going out on the town, I’ll take a walk through the park; Instead of an expensive dinner for two, it’s homemade Mexican and movie night. And somehow, I kind of love it.
There are a number of business categories that are actually taking advantage of the economic downturn and the resulting consumer mindset and they include: Food (that you can prepare yourself), Travel (the return of the road trip) and Home (investing in your tangible investment).
As the weather begins to change and we head toward New York’s chilly season I recall the icy, empty streets of 2008. I cannot help but think that the true hibernation will soon begin and wonder what brands will comfort us through the long Northeast Winter.
Undoubtedly, marketers need to continue looking at the home experience, how to extrapolate it and become ingrained. What is that one piece of technology that will allow us to self-entertain? What is the secret food brand that will help Mom and Dad create mind-blowing meals? Will Thanksgiving’s mashed potatoes be Ore-Ida’s frozen Steam n’ Mash? [a hot tip from AdAge] What airline, or train or tire is going to reliably get us to Grandma’s for the Holidays? Most importantly, will your messaging be in-sync with the season?
It’s my belief that this year you should bank on a family that looks forward to snow-shoveling and sled sessions over a shiny, new snow blower and skis. We’ll be talking to parents planning bigger holiday feasts vs. a family cruise, and answering the call of couples longing for a local, log cabin.
This winter will wrap consumers in a cocooned mindset geared toward comfort, tradition, value and fundamental needs. And I think, somehow, people will love it.
Rochelle Fainstein
The Digital Marketing Manager
Tweet this | Tags: brand, comfort, consumer mindset, economic, economy, entertain, financial, food, home, spending, technology, travel, Winter
