In today’s times of uncertainty, striking the right tone in promotional marketing messages can be daunting. The economic landscape is constantly shifting, with some individuals and households experiencing financial stability while others still feel the effects of economic hardship. As a result, crafting messaging that accurately reflects the current state of affairs while still being optimistic and sensitive is essential for businesses.

It’s important to be aware of the various challenges that consumers may face, whether it be financial difficulties, mental health concerns, or uncertainty about the future. With this understanding, marketers can develop messaging that resonates with their target audience while avoiding insensitivity or tone-deafness.

Here are five tips for striking the right balance in your promotional products and marketing efforts during these uncertain times.

1. Exude Confidence

In tumultuous times, people can often feel lost and overwhelmed. As a result, they are naturally drawn to leaders that exude an aura of courage and assurance. Brands have the unique power to be a beacon of hope in those difficult circumstances. Brands that direct the message, “We’re here to help,” have the potential to inspire feelings of rejuvenation and provide words of encouragement for their consumers. Even during hardships, reassuring messages can restore faith in those fighting tough situations.

2. Invest in Social and Environmental Justice

Nowadays, consumers like to associate themselves with brands that genuinely “do good”. Therefore, it is important to show your customer base that you support socially or environmentally conscious organizations, thereby establishing brand equity and customer loyalty.

An interesting phenomenon found in the SheerID study was that up to 68% of the participants voiced their preexisting preference for companies that donated to medical aid programs by a direct exchange during the pandemic. This act of consciously contributing is more desirable to customers than filling out detailed donation forms and aids in boosting customer relations.

3. Offer a Helping Hand

The American economy may be growing, but there is still an undeniable amount of hardships and financial burdens that many are struggling to work through. For this reason, businesses should reach out to their customers and offer a few measures that could ease the burden on their wallets, such as deferred payments or discounts on certain promotional products. Even for customers who represent your brand who individually don’t need the help, it’s important to provide these offerings out of sympathy, empathy, and understanding. Not only will this create a culture of genuine goodness, but people will remember the efforts taken by corporations in difficult times; this is known as brand equity—a benefit that potentially reaps long past present struggles.

4. Show Off Your Expertise

When things are uncertain, we all look to the experts! Don’t hide too much of your expertise – show it off! Take advantage of creative marketing services and provide a mailer detailing advice like “Top Five Ways to Save on Lawn Care” or “3 Plumbing Fixes You Can Do Yourself.”

Providing this kind of information is practical and informative to ensure people are well informed, all while building a reputation as a leader in your field full of budget-friendly concepts!

5. Make Your Customers’ Lives Easier.

When the world is uncertain, consumers want to feel that they at least have control over their own homes and families. Position your products in terms of how they can help your customers make lives safer and easier, even in small ways. Headlines like “Let us help you save 10% on your home electric bill,” or, “We’re offering FREE delivery of pool chemicals all summer long so you can relax at home!” will stick with your customers even if they don’t need to claim that particular offer immediately.

Brands can play a positive role in helping their customers through uncertain times. Striking the right tone tells your customers that you are paying attention to the current state of the world… and that you care.

Ease Customer Uncertainty with PMI

Your business has something to offer customers new and old during uncertain economic times. By using the right promotional products and delivering the right message, you give your customers that personal touch that lets them know they’re not alone and your business is there with a helping hand. With our team of design-driven experts and over twenty years of experience, PMI provides quality creative marketing solutions to businesses, and our team of professional experts is ready to help you find new ways to connect with businesses in your area. When you’re ready to update your digital mail marketing, contact us today for digital printing in the Bay Area.

Northern California
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Union City, CA 94587
P 510.931.7000

Southern California
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Carlsbad, CA 92011
P 858.800.4424

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