Dealing With Change
by Katie Muldoon
AMERICAN CONSUMERS have turned into one sad, unsure group needing diverse comforts and taking just as diverse paths. Most of us are united in sympathy for the loss our country has sustained. But, true to the American spirit of being unique individuals, we are each dealing with change in our own way.
For those of us who market to these folks, we need to quickly learn how to sustain our business, comfort our customers and prospects, and yet not in any way seem condescending.
Should we try to meet consumer needs before they're stated? Or should we just allow our actions to be governed by the many stories written about the tragedy of Sept. 11 and the fear of anthrax contamination?
Should we all put our heads in the sand and stick with business as usual, assuming that this, too, will pass?
The Christian Science Monitor reports that “Americans are finding ways to cope” through religion, antidepressants and a return to past routines. But we've already seen that what fear we overcome today may be replaced by a new fear tomorrow. What's more, our government continues to make it clear that this war, and its attending threats, will last a long time. So while consumers will adjust, they will still need sensitive inducements and solace in merchandising.
One thing to avoid is overreaction. A wise statement if you're sure what constitutes overreaction. Many of the fashion magazines, in an attempt to tie fashion to American needs, photographed their designer clothes on red, white and blue backgrounds, including the American flag. Some went so far as to feature red, white and blue attire. This is not only an overreaction, but feels like a commercialization of American images. Comfort, simplicity and sensitivity — this is what most Americans seem to want, not an exaggeration of American symbols as backdrops to high-priced clothing.
While everyone knows that business is anything but usual, no one really wants to be reminded of it. Don't use words to attempt to reassure readers of your catalog or mailing that anthrax precautions have been taken. Instead, turn to bold restatements of your company name, tag line, anything that's known. Display them on outgoing packages, be they initial solicitations or boxes of ordered merchandise. Some marketers are encouraging confidence in mail and package receipt by alerting customers via e-mail to expect their catalogs and packages.
The Paragon catalog has taken an impressive proactive approach. Like most catalogers, creative was well under way when the first crisis hit. A sticker or ink-jetting can usually be added, but what to say? Paragon could have promoted the fact that it, like many others, gave to the relief fund, but didn't believe this was the most reassuring message for the cover.
One should acknowledge that the positive effect of promoting a firm's participation in the relief effort could be lost due to the number of others that offered a percentage of profits.
Instead, The Paragon reminded consumers of the joy of tradition. A small red, white and blue sticker affixed to the cover reads “As the holiday season begins, we at The Paragon hope you will find strength and joy in family, friends and tradition.” Comforting, yes. Then Paragon goes a step further. Each order includes a set of four heart-shaped American flag-motif stickers.
Surprisingly, of the many catalogs we've received, only one other cataloger appears to have chosen a similar tactic. Allen Brothers has added a “United We Stand” flag sticker to its Early Holiday 2001 cover. A nice touch that reminds us we are all part of the American family.
As you review your plans for product placement in your catalogs, remember that the most motivational consumer word, “control,” has been replaced by “comfort.” Rethink your product offers either through new additions or repaginations. Don't jump on an old bandwagon (it only took about six weeks for some American flag items to be discounted at retail). Probably the safest theme right now is relief from concerns and fears through familiar treats.
Don't totally adapt your positioning to try to fit in with the new wave of thinking. If you are not a warm and fuzzy catalog, don't try to be. Incorporate solutions to your customers' fears and concerns into your existing strategy. Gather lots of information, and be wary about what you may hear. For instance, many have assumed that luxury goods would be considered almost vulgar in a society that went back to basics almost overnight. But this is anything but the whole truth. If luxury offers comfort, customers will buy. If luxury just preens, forget it.
Push your customer service. People want sympathetic contact. Provide it.
Is this the time to prospect? The answer is as simple as your product line. Have a comfort product? You might want to offer it more broadly. Have a product that doesn't easily fit into the current environment? Pull back and wait.
Compounding Americans' fears of the unknown is their fear of the somewhat known — a recession in the works. Pricing will be important but not paramount. We don't believe that undercutting the competition, while killing your margins, will successfully offset lower sales caused by a recession. Consumers will want what they've shown they've wanted for the last decade: real value. Don't assume they know that you offer value. Pound it home in soft but repetitive tones.
Be wise in your own offices, too. Separate your inbound mail facility from other functions. A contained threat is a smaller threat.
Take a deep breath, smile, listen even more than before, and share your knowledge of how to handle these difficult times with other marketers.
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