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:
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

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

Stepping Stones to Marketing Success

Stepping Stones to Marketing Success

DMN's 2014 40 Under 40 Award winners discuss how their very first job make an impact on their marketing career.

Big Data Enables Bigger (and Hopefully Better) Campaigns

Big Data Enables Bigger (and Hopefully Better) Campaigns

Almost any dataset can improve the effectiveness of a marketing campaign—if used creatively and nimbly.

Stop Wasting Marketing Dollars on Poor Customer Experiences

Stop Wasting Marketing Dollars on Poor Customer Experiences

An open letter to the C-suite on the importance of remembering what it's like to be your customer.