A Message Relevant for the Times

Companies spend countless hours refining and perfecting their marketing messaging. Sometimes these messages can be massaged or altered to reflect changes in products or business models. But for the most part, core marketing messages and value propositions remain constant. What would cause a shift in your marketing message? How about a global economic crisis?

In order to stay relevant and to have your marketing message resonate within your market, sometimes a slight shift is required. In times of economic uncertainty, companies as well as individuals want to know how you can help them save money, conserve resources, reduce risk and essentially weather the economic storm.

A good example of a company subscribing to this strategy is Elance.com. In a recent email campaign, Recession-Busting Tips for Small Businesses, they positioned there online outsourcing service as a way for small businesses to connect with inexpensive freelancers to help save money and increase efficiency. 

Often the best indicators of how to create appropriate messaging that will resonate with your market lie outside the walls of your company. Take a look around. What can your product do to help people deal with issues they’re facing today?