Beyond Consumerism

Beyond Consumerism: What’s the new strategy?

As we all go through the free-fall of change these days, it is difficult for business organizations to know what we want. Our buying behaviors have radically altered. Consumerism is taking a back seat.

What’s in the front seat? It is still emerging, but we see examples everywhere of people seeking real value – and finding that real value in relationships and connections. When things are not working, the old rules do not apply. We are increasingly finding comfort in a sense of “hey, we’re all in this together; maybe we need to put our heads together and figure out how we’re going to make it work.”

For one macro example of this trend, see the LA Times story this week on a new paradigm of big business and government:
http://www.latimes.com/business/la-fi-obama-business26-2009may26,0,11774...

How can business react to and respond to this new emerging phenomenon?

One key is to stay in communication with their customers. Even if people are not buying, (or in the nonprofit world, not giving) it is more important than ever to stay in communication. Sincere efforts at caring communication (I care about your opinion) will result in loyal customers when the money starts flowing again. It also gives business vital information on how to meet the changing needs of their customers now. And, it provides opportunities to build and strengthen relationships and connections.

What are some tips for staying in relationship and in communication with your customers right now?

1) Understand your key value to customers and find ways to deliver some small part of that to your customers and potential customers. Provide this small piece at no/low cost, with no commitment required from customers. (It will remind others of your value.)
2) Find ways for your communication to be two-way. Phone calls, informal events, webinars, surveys, blogs – all these and more are examples of communications that can be generated from you, but provide ways for others to communicate in back and forth interaction. Make use of all appropriate communication channels for your customers, from snail mail to Twitter.
3) Ask about their concerns and problems. If you can’t help solve them, at least be empathetic and caring. And, who knows? Maybe you can be a part of the solution.
4) Based on data from the first three, identify the key communication that resonates with your customers and hone your marketing to deliver that message above all others.

Focus your attention on what is working, and keep your communications on that focus. Others will appreciate your clarity and, since we all like to be with winners, appreciate the attention on positives, not negatives.
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