In today’s Marketing Daily, there was a story about so-called “day-cations” and “stay-cations,” suggesting that a significant number of families still favor day-trips to local attractions, or using their vacation time to stay close-to-home. Click here to see the story.
Implications: This story reminded me of another Media Post article I read back in May, which explained how Macy’s was attempting to position its stores as a “tourist destination” to be explored, not just a department store.
Could you do the same? If you run a restaurant, a theme park, a professional baseball team, a day spa, a night club… you might offer an affordable alternative to a more elaborate get-away. The key, of course, is to be realistic (don't compare a stop at your specialty coffee shop to an exotic voyage to Tahiti). Instead, present your offering as a well-deserved reward; a small indulgence that can be easily justified after a recession-long period of self-denial. “If you can’t have _______ this year, you AT LEAST deserve to enjoy _______.”
Closing thought: Don't focus on the product or service you sell. Focus on the experience or benefit the consumer will enjoy.
Mike Anderson
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