Implications: For the moment, many people are most closely scrutinizing the behavior of big business, and perhaps showing a tendency to sympathize with small, locally-owned companies. If you’re among the latter, it might be a great time to showcase the number of local employees you have, as well as the local causes your company supports either through volunteerism, cash donations, or in-kind contributions. Of course, your advertising should focus on a wise strategy (why people should buy from your business) along with effective tactics (why people should buy NOW). But consider whether a part of your strategy should be to leverage your local nature in your marketing messages!
Favorable winds are only so if you put your ship in the water and sail.
Mike Anderson, for the Elm Street Economics consumer trends blog. A service of The Center for Sales Strategy, Inc.
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