Marketing Messages in a Down Economy

Fortune magazine recently interviewed Avon CEO Andrea Jung in an article about how companies are changing their marketing to reflect the times. Jung pointed to research that found only 13 percent of people who are tightening their budgets will go back to their old spending patterns once the recession ends. Avon has taken this opportunity to tell customers that Avon is a good value – using language such as “Shop smart: Shop Avon” and “Beauty on a Budget.”

Other companies, like Proctor & Gamble, have tweaked their product lines. They’ve recently rolled out Tide Basic, which The Wall Street Journal reported as lacking some of the cleaning capabilities of the original Tide – but costs 20 percent less. And almost a year ago, SunTrust changed its tagline to “Live Solid. Bank Solid.” Banks are also reviving “Christmas Club Accounts” to encourage people to save.

Just watch advertisements during a one-hour prime time show and you’ll find dozens of examples of companies catering to the frugal consumer. What this means is that the public doesn’t mind buying products or services – they’re just doing so with a value-centric attitude. And this affects the way companies communicate.

This subject of tailoring marketing messages to the economy will be addressed at the Orlando Area Chapter of the Florida Public Relations Association’s Professional Development Workshop on Thursday, October 29 at Rollins College. Guest speakers from Tupperware, SunTrust, Firehouse Subs and more will share insight about their communication strategy in tough economic times. It’s a timely topic worth checking out. For more information about the event, visit www.fpra-orlando.org.

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