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|Has Your Marketing Message Changed with the Times?|
|News Releases - Business & Economy|
|Written by Ginny Grimsley|
|Monday, 08 October 2012 13:52|
People have changed in dramatic ways over the past five years, and businesses should take that into consideration this holiday season, says one public relations expert.
“As people’s values change, so do their shopping habits. To market effectively, businesses should be aware of how their prospective customers have changed,” says Marsha Friedman, CEO of EMSI Public Relations (www.emsincorporated.com) in Wesley Chapel, Fla.
Shoppers are fussier, and while recessionary budget concerns are one reason for that, thrift is not the only value affecting consumer choices, Friedman says.
“Some stem from personal issues. Take me, for instance. As I grow older, I view many more material things as clutter. I want to get rid of the junk in my life and focus on important things,” she says.
Friedman is a baby boomer – a group that makes up 26 percent of the U.S. population.
“I’m sure I’m not the only person experiencing a change in how I view material goods, what’s ‘clutter’ and what’s meaningful,” she says.
Other changing values have arisen from global concerns, such as the world’s reliance on oil, growing environmental issues, and whether goods were manufactured here or abroad, she says.
“Businesses that want to cash in on holiday shopping can set themselves apart with a message that appeals to their audience’s changing values,” Friedman says.
Here are her tips for developing a new marketing approach that’s in sync with the times:
If your message hasn’t changed with the times, Friedman says, now is a good time to think about your company or product in a new light.
“If you look at it from the shoppers’ perspective, you may just see something that appeals to consumers’ changing values,” she says. “Turn that into a message that resonates with potential customers and you may just have your best holiday ever.
About Marsha Friedman
Marsha Friedman is a 22-year veteran of the public relations industry. She is the CEO of EMSI Public Relations (www.emsincorporated.com), a national firm that provides PR strategy and publicity services to corporations, entertainers, authors and professional firms. Marsha is the author of Celebritize Yourself: The 3-Step Method to Increase Your Visibility and Explode Your Business and she can also be heard weekly on her Blog Talk Radio Show, EMSI’s PR Insider every Thursday at 3:00 PM EST.
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