Direct Line Blog

Positions on penny pinching

Share this article:
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?
Share this article:

Sign up to our newsletters

Latest Jobs:


Company of the week

Data Services, Inc. meets the needs of today's data-driven marketer by providing front-end database management and data analytics platforms alongside our expertise in global contact data quality, database building and ongoing maintenance that comes with our 45+ years in business.


Find out more here »

More in Direct Line Blog

My Plan to Replace the Postal Service's Truck Fleet

My Plan to Replace the Postal Service's Truck ...

The Postal Service uses its aging fleet as an object of pity. Why not deploy it as a revenue-generating media vehicle instead?

Social Is a Key Part of 24 Hour Fitness' Lead Gen. Regimen

Social Is a Key Part of 24 Hour ...

Peer-to-peer referrals produce healthy conversion rates.

Not Every Small Business Prioritizes Marketing

Not Every Small Business Prioritizes Marketing

Whether or not it's to their detriment, some companies simply aren't interested in marketing, and probably never will be.