Apr 2, 2009
How to Market in the Downturn
In April’s Harvard Business Review this article caught my attention: How to Market in a Downturn. The basic premise is resegmenting your customers according to their emotional response to the recession. It’s basically encouraging businesses to deeply reconsider their demographics.
I’d go further and say it’s a critical moment and that business must reconsider everyone in their brand ecosystem—employees included. The downturn has touched everyone, and no one will be left unchanged when we come out on the other end (whenever that may be). To create a sustainable business, isn’t it time we take into account our entire community, not just the people buying the products?