Anxiously waiting for... (what!?)

Another story in today’s Marketing Daily cites research from JWT, which suggests considerable discontent among voters (also known as: consumers). It is well worth the read, and you can click here to see the article.

Implications: The focus of the MD story is on political parties and on the mid-term elections occurring today, but it has me thinking about other aspects of the consumer’s life. The article hints at a sense of “equanimity” (being at peace with the moment) that might occur on Wednesday (once the elections have been decided).

I don’t think so.

I don’t think voters (consumers) are as dumb as most politicians (or political parties) might think. I’m quite sure consumers realize that both major parties had a hand in creating the current economic mess, and I don’t think voters believe the outcome of a mid-term election will cause a dramatic improvement in the situation. At risk of sounding like a negative Nelly, I’ll even suggest that voters (consumers) don’t expect the people who win today to fix the country’s woes.

But they’ll expect incremental improvement. They’ll expect elected officials to fix something.
When people are considering your product or service, what are they waiting for? What are they hoping for? Are they expecting a life-changing experience, or simply…

… A quiet date night on Thursday when they visit your restaurant?

… A simple explanation about how their cell phone connects to a car when they walk into your dealership?

… A clever meal idea that’s easy to prepare after work tomorrow?

… Courtesy?

Maybe it’s not necessary to be “all that and a bag of chips.” I think many consumers have dialed-down their expectations, as a by-product of the recent great recession. Perhaps the consumers you’re serving would be happy with simply a product or service provider that under-promises and over delivers in just one small corner of their lives.

Mike Anderson