More than one in three Americans had difficulty managing their debt over the past two years, and of those people, forty percent said they have sought help in managing the situation, either through the lender holding the debt or through a debt consolidation or credit counselor of some kind. That’s according to an article from this week’s Media Post Marketing Daily.
Implications: Anyone who sells a budget-impacting product or service should take note.
The term “qualified buyer” could refer to a different consumer in 2010 than it did in 2006. (Has the profile of your target consumer changed? Have those changes been reflected in your messaging?)
Consumers are likely to associate the word “financing” with “liability,” as well as “affordability.” (Has your marketing begun to include rationale about why the product is worth a 36-month payment (or whatever the term/amount might be)? Are you helping the consumer compare Apples to Oranges?)
There are exceptions to every rule. While more and more consumers have taken a “cash is king” approach to their consumption lately… other people have been conservative about their use of credit all-along! (Are you offering incentives to attract these ultra-qualified prospects?)
Mike Anderson
Subscribe to:
Post Comments (Atom)
No comments:
Post a Comment