My Marketing Strategy

Nicolette Lemmon, President & Founder

It is difficult not to roll my eyes when I see the next mention of Bernanke saying that the recession is “very likely over.” Really? What does that mean exactly?

From American Banker e-news this morning, the reporter mentioned that the Times and the Post have both reported what seems to be the best nod he has given that the recovery has started. The key, though, seems to be the end of the many lending and guarantee programs that have been used as fingers in the dike.

So what does this have to do about marketing strategy?

It’s all about shifting the mood – from shifting the mood of the media, to help shift the mood of the consumers, and then ultimately shift the mood of investors. If people continue to feel stress and concern over every expenditure, regardless if their jobs are safe or they have plenty of funds to weather the storm, they will refrain from spending. The comment that seems to be floating around a lot is “the herd mentality.” In listening to the news about the declines in the economy, the depressed level of retail sales and other reports, the general public begins to react as one large herd.

If the senior management team is feeling the pressure, they want to cut back and limit offers, it can be especially hard for marketers, usually the cheery bunch in the organization. Still feeling the pressure of bringing in leads to generate revenue, the limitations can devastate creative.

Try to ignore the news and the naysayers around you!

Remain strong in tending the marketing foundation you have created with a positive, forward-thinking attitude.