Positions on penny pinching

Last week, I overheard a group of teen boys lamenting the shorter 99-cent menu at McDonald's and a recent increase in some of the value meal prices. I was witnessing the economic downturn first hand - even the iconic cost-cutter has had to raise rates.

However, some marketers are looking at the gloom and doom as a new way to reinvent their signature products or brand positioning. A fantastic example comes from Fortune magazine's coverage of J Crew's CEO Mickey Drexler pointing out to designers that in tough times, people buy sensible, lasting style.

Other marketers are using the penny-pinching to offer small, affordable perks to their buyer base. While a shopper may not invest in a deluxe cable package, spending $10 a month to rent videos could still fill a TV watcher's entertainment void. What is your company doing to reposition itself during the time that consumers are watching their wallets?
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Latest Jobs:


Company of the Week


As the leading source for direct marketing youth data, ASL Marketing connects your brand to consumers with extensive and unparalleled industry expertise in data content, aggregation and analytics of the youth, young adult and student demographics. We provide access to the most comprehensive, response driven youth database available - over 175 million active high school, college and young adult consumers and their parents. We offer custom solutions devised to meet your specific target and goal. Our data customization allows you to pinpoint your audience by selecting by age, ethnicity, grad year, etc... Our clients range across all industries including Financial Services, Technology, Health & Beauty, Retail, Educational Services, Recruitment, and more.


Featured Listings

ASL Marketing

ASL Marketing

As the leading source for direct marketing youth data, ASL Marketing connects your ...