What is your consumer willing to give up?

There was an interesting study released recently by Solutions Research Group of Toronto...it ranked what consumers will give up first to save money and what would be the last to go.

The bottom line was that they will give up almost anything else in their household except their home internet service.

In order of cuts from first to last:
1. Events such as concerts and sports
2. Movies (in theaters)
3. DVD purchases
4. Magazine subscriptions and renewals
5. Cable TV additional services/extras
6. Video game purchases
7. Home phone
8. Cell phone
9. DVD rentals
10. Home Internet

As a business, it is even more important than ever that your website is current, informative and compelling.

Is it easy to navigate? Can your consumers find the information fast? 79% of visitors to your site don't read...they scan...so get to the point fast. Add new photos, add new information. Keep it fresh and new. There isn't a better time than right now to take a close look at your website. We have here...and our new website will launch next week!

Travel Trends

In our shop, we have always said that people will continue to travel, despite the economy and gas prices.

Most of us believe that travel is our right. We work hard and deserve it. With our hectic schedules we need vacations as a way to regain our sense of family and togetherness. We need to stop the world for a minute and get away for it all. And, we want it to be a real, genuine experience.

An interesting study was presented recently by Peter Yesawich of Y Partnerships (I have long followed his excellent work!)...a few highlights:

* Family time is an important reason to travel.
* Celebration vacations are becoming increasingly popular - celebrating milestones such as birthdays and anniversaries as a reason to travel.
* People are taking fewer trips but still traveling. They are "trading down but not trading out."
* Value is everything...people are looking for ways to economize when they travel, even affluent travelers
* People will travel about 4 hours...which in a drive market is about the distance of a tank of gas.

These are simple trends to capitalize on in your marketing....for example, create a value-added offer, such as a room upgrade, and call it the "Special Occasion Package or Celebrations Package". Make it a genuine value-added (consumers are smart), and not too restrictive (please don't make it available only Tuesday nights in November), and then email it to your database. I would offer it for a limited time, meaning the consumer needs to make reservations by a certain date, and this drives some urgency. Your potential guest can look at the emotional side "yes, let's go away to celebrate our anniversary this year" and then rationalize it by saying "...and what a great value."

This is a great time to get creative!

"In this economy"

It is today's mantra, isn't it? How many times a day now do we hear "In this economy...?" Nearly every client meeting, prospective client meeting, discussions with friends and with family seems to begin with this phrase. Yet, I remain completely optimistic for us all.

My mantra starts with "In this economy...." but goes on to add "....we have the opportunity to shake up the status quo, to be different, to stand out, to spend less and be more creative..." And, isn't that exciting? As marketers, we get totally charged when we land on something different...and immediately we know at a gut level that it will work. It creates greatness - and ultimately sales - for our clients. No, it isn't as easy as it was - my, have times changed - but for our clients, it does present great and interesting opportunities.

We just need to dig a little deeper, uncover a little more, work alot harder and . How lucky are we.....we have this enormous opportunity right now to bring fresh ideas to the table and to be great.

"In this economy"....this is the fun stuff. Bring it on. Every day.