Create message that resonates
Ray Allegrezza, Editor in Chief -- Furniture Today, 11/17/2008 12:00:00 AM
I was talking to a number of industry veterans last week. The consensus was that business is still tough, the consumer is still not spending and as a result, we have to ride this mess out.
While I agree with the first two observations, I can't accept the third conclusion — the one that paints us as hostages of a bad economy.
As evidence, take a look at the recent presidential election. Specifically, look at what President-elect Obama did in marketing his message to the masses.
In the midst of the weakest economy in decades, Obama was able to raise some $640 million, much of it in small contributions from working-class Americans.
When times are tough and money is tight, getting people to open their wallets is no small task. But it certainly appeared as if people couldn't dig into their pockets fast enough or deep enough to support Obama.
I think he won their votes by first winning their confidence with his message that the time for change was at hand.
Specifically, who were these people? Well, we know a good chunk of them were either young or first-time voters. Obama also effectively reached out to blacks and Hispanics, and garnered the votes of 56% of women, who represent just over half of the electorate.
But let's face it. In order for a message to be meaningful, it has to be conveyed. And to his credit, Obama not only saturated the country with his message via radio, TV, print and Internet, he also knew his target audience.
During his campaign, he made it a point to reach out, energize and mobilize all types of Americans, inviting them to help him make history.
And near the end of the campaign, Obama capped off his media blitz by spending more than $3 million to air a 30-minute infomercial on seven networks simultaneously.
Don't get me wrong. I am not suggesting that convincing someone to send you to the White House is the same as getting someone to shop you for furniture for their own house.
But I think there are lessons to be learned from Obama's campaign. Have a message that resonates with her. Reach out often. Don't simply try to sell her. Instead, find ways to make her feel involved in your proposition.
If you do, there's a good chance she will elect to vote with her dollars at your store.
