Uncertain economic times call for specific strategic thinking. So, where’s a brand to begin when consumer confidence gets shaky? Here are six thought starters, on the house.
1.
Make retention the new acquisition.
In turbulent times, keeping your current customers in the fold is a must-have. Meaning it’s time to double down on loyalty programs or serve up offers that help customers feel appreciated. Think less “newsletter,” and more “love letter.”
Our Malley’s Mother’s Day emails hit kids’ inboxes right in the guilt-ridden feels.
2.
Show value beyond the deep discount.
While coupons can keep product moving, the strategic long-term play lies in value. So, if your product lasts longer, works harder, or saves your customer many frustrated minutes and infinity F-bombs, don’t be afraid to say so. We’re in “get your money’s worth” territory—where reliable quality crushes C- quantity.
FrogTape’s “worth every penny” moment? Keeping paint lines professional-quality sharp when it matters most.
3.
Outwit. Don’t outspend.
It’s true: getting more bang for your buck also applies to brands. So, be scrappy. Trim fat. Optimize. And of course, ask how you can get more earned media by creating authentic experiences, movements, and purpose-driven fun.
Taking Fazoli’s beloved breadsticks on tour to help fight hunger earned a ton of free media for both the cause and the brand.
4.
Get real.
Ditch the buzzwords and take an indefinite break from generic, AI-generated posts. In an anxious-over-egg-prices world, be the brand that gets it, communicates like a genuine person, and even offers a little levity in the storm.
To help Holden Forests & Gardens raise awareness for their sapling giveaway happening between Arbor Day and Earth Day, we borrowed some tactics from our furry friends to create a tree adoption program that would even make Sarah McLachlan proud. Take a closer look.
5.
Keep your content captivating.
Use your unique brand personality to tell real stories and build genuine trust. Your organic content is free. And content that consumers like and share is squeaky clean ROI. (Even if it’s a little gross.)
To help Purell build engaging social content, we put germ-heavy surfaces head-to-head to determine yuck factor superiority and Purell need-ability (real term).
6.
Dig the DIY crowd.
When purse strings get reined in, people look for ways to solve problems themselves. So, be the brand that empowers them with your easy-to-use products paired with even-easier-to-follow TikTok tutorials and “you’ve got this” instructional videos.
These simple stain-it-yourself videos for Minwax gave customers compelling reasons for post-purchase interaction.
And, of course, keep an open line to an agency partner who can offer even more helpful insights, no matter the economic outlook.
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