In recession times, we spend less. We think long and hard before we turn over a sheckel. So is advertising less effective when times are tough? Are different messages to consumers called for?
Forrester Research Vice President Josh Bernoff knows one thing. In a recession, traditional “shout” ads — Notice me! NOTICE ME DAMMIT!” — lose effectiveness. These types of pitches are about raising awareness and reinforcing brands, two things we care less about when the belt is tightening.
So what does influence consumer behavior in tough times? “Consideration” messages from friends are more effective than awareness marketing, Bernoff says in Why Social Applications Will Thrive In A Recession. “Hey, I just saw a great movie, you’d like it too” is much more powerful coming from a friend than, “If you are going to see just one movie this summer make it …” coming from a studio.
“Basically, in a recession, the consideration phase is more important than awareness — and that’s where advertising flops and social applications succeed,” the analyst says. And it doesn’t hurt that social marketing is cheap and measurable.
