Your sales are soft. People aren’t buying as much. Purse strings are pulled tight, double knotted, then knotted again.
Need a fresh perspective on your customers’ thriftmeister ways?
Check out what Andrea Learned (author of Don’t Think Pink: What Really Makes Women Buy — and How to Increase Your Share of This Crucial Market) has to say. She writes:
Could you blame consumers for not wanting to join a tribe of woeful and anxious peers, but instead choosing to see themselves as enduring the current hardships with a smile? Enter the Frugalista!
Now, she may not sound like a marketers dream. After all, her MO is to scrimp and save, cut back on her gym membership and forget about name brand products for the duration. But, the fact is that our Frugalista represents the women you are all now trying to serve. Her more determined, super savvy approach to consuming truly does represent your toughest customer (women, in general), but on steroids (as it were)!
Click over to Andrea’s blog to read the rest of Frugalista Appeal. Enjoy!
Hey, Lynn,
I read the whole post and, frankly, I’m glad someone is approaching this recession positively, yet without her “denial glasses” on. It IS happening and we will do better if we recognize it and adjust our products and services accordingly.
I am a big fan of packages because I think, recession or not, they give people more options. Not everyone wants or needs the Mercedes.
At Cat’s Eye, we are adding new packages aimed at the frugalista/frugalistos. We are also adding value to our regular services by offering little extra’s at no additional charge—unexpected but appreciated in this economy.
Great topic and thanks for the link to Andrea’s blog.