Is Your Marketing Ready For The Media's Bad News?

In U.S. the Memorial Holiday weekend is upon us and, of course, gas prices have shot up even more. In southeast Michigan the prices are just above $4.00 per gallon.

My sympathies to those who are experiencing even higher, more painful gouging at the pump in their town.

If that's not bad enough, the local news media around Detroit just love reminding us of the rising cost of gas...like we couldn't see it for ourselves. Every time they do a story about this issue for dramatic effect they stand some poor reporter to a gas station around the airport.

This gas station is always has the highest price in the region...about 15 to 20% higher than any store. This last chance station takes advantage of the poor souls who desperately need gas before they jump on the freeway to get home. Most people begrudgingly pay the price because they just want to get home.

The point is that the news media always focuses on the worst case scenario to gain viewer's attention. This isn't limited to only gas prices! No matter what the bad news, they find a way to blow reality out of the water and strike fear into minds of gullible viewers.

Problem is that these viewers are your prospects, customers and clients. Is your marketing ready to counter act the bad news that they are fed by the media? The situation in Michigan with gas prices is a real threat to the huge tourist economy in the state.

Typically, people who live in the lower half of the state migrate to the northern woods and lakes for rest and relaxation. (There is much more to Michigan than the problems of the auto industry and Detroit's mayor!) With these kind of prices, the media is subconsciously telling us not to go up north because it is so expensive. They are actually interviewing people who choose to stay home this weekend because of the added cost.

The message is - "You better not go because it will cost you more." Unfortunately, many will heed this message and change their plans. This hurts the companies in the tourist regions and does more damage to the overall economy. These bearers of the bad "news" are influencing the marketplace negatively and worsening the problem.

So how can you prepare yourself from the influence of these drama queens? First, you need to be nimble and ready to shift your marketing message on a moments notice. This does not mean you get away from your core message, but to address the situation as your company as part of the solution. And, second, change the focus of your offer to match the markets shift.

If you own a small gift shop in Mackinaw City you must develop strategies to get buyers to increase the transaction size of their purchases this year. Store traffic will undoubtedly be lower this summer, so you need to be proactive with your marketing tactics to increase sales.

Retailers in the lower part of the state should market more frequently and change their summer marketing message to capitalize on the pent up demand that will accompany more people staying at home. Reconnecting with existing customers with loyalty programs and frequent buyer discounts or bonuses will strengthen your relationship with them and lead to more sales.

There is a way to defeat these pushers of doom and gloom. It just requires creative thinking and speedy execution. So don't get down and depressed from the situation, get to work and turn lemons into lemonade.

For ideas to get you inspired and motivated, visit www.td-marketing-system.com/seminar and listen to the free mini-seminar on how to score more sales.

To all you marketing victories,

Coach Ron
Unabashed optimist in the capitalist system