These days it seems like every research firm is coming up with numbers that aim to quantify the subdued mood of the nation. And every time I see one of these research studies, it seems like the
numbers are there to remind marketers and advertisers that their audiences are made up of human beings who love their friends and families, not just of targets with eyeballs in various demo groups.
At first all these releases seemed like shameless attempts at publicity. But after surfing the web as a consumer last night I see that some advertisers really do need that reminder. So here it
is, courtesy of Wirthlin Worldwide.
With their sense of security badly shaken and the economy worsening, Americans are "burrowing," according to a new survey by Wirthlin Worldwide, and marketers
had better pay attention.
The survey identified which activities people find "more appealing" since Sept. 11:
- Spending time at home with family/friends (46%)
- Eating with
friends/family (35%)
- Watching TV with friends/family (30%)
Activities that were "less appealing" were:
- Planning vacations (39%)
- Shopping for items you don't need (36%)
-
Going to see movies/Eating out in restaurants (22% each)
Patricia Kidd, Advertising and Communications Practice Leader for Wirthlin Worldwide, said, "Savvy marketers are taking close note of this
seismic shift in the American psyche. We've spent a decade trying to explore the edges of life, from posh Mount Everest climbing tours to mountain-ready SUVs. Now, Americans are telling us they want
to go home, cook dinner and watch television."
Kidd said marketers should keep in mind that consumers are looking to the familiar, meaning this could be a great time for brands, especially those
that reconnect with times of earlier innocence. Light or reassuring humor will still work, she said, but uncertainty means people will be less receptive to ad pitches that are edgy, ironic, or "in
your face."
So please pitch gently.