JWT’s AnxietyIndex is designed as a place to discuss how brands and consumers are responding to the global recession. With daily content updates, AnxietyIndex.com includes contributions from around JWT’s network, offering a truly global perspective.
Worried about your children using drugs? Wondering if they get along with other kids at school? How are their grades? A Stouffer’s campaign from our JWT New York office tells parents the answer to all these questions can be found right at the dinner table.
The frozen-foods brand has crafted its “Let’s fix dinner” campaign around the insight that dinner as a family has a positive impact. TV spots feature different types of families gathering around the dinner table and direct viewers to letsfixdinner.com. The site challenges real families to eat together more often, listing stats about the benefits (teens who have family meals are 66 percent less likely to try drugs, etc.), even noting that teens will be more likely to talk about their problems.
Tapping into consumer anxiety about their children’s well-being, Stouffer’s smartly presents a strategy for parents, positioning itself as part of this solution.
A friend of mine was a loyal customer of Dale & Thomas Popcorn, the gourmet popcorn maker, until they eliminated their PopClub Rewards program. She felt they were punishing all their loyal customers and has been boycotting their store.
A recent Wall Street Journalcolumn lamented changes in loyalty programs run by Starbucks and the New York drugstore chain Duane Reade. Basically, customers have to buy more than before to get the same type of reward. Loyal customers now feel like something is being taken away from them, even when they’re still getting rewarded; they feel cheated.
At a time when customers are choosing cheaper alternatives, companies need to give consumers more reasons to remain loyal, not fewer incentives. And in the age of social media, dissatisfied customers often vent via social networks, amplifying the problem. A simple solution in today’s hyper-connected world is clearly communicating changes well before they occur and grandfathering in older customers.
It’s well-known that consumers have been less loyal to name brands, switching over to private label in an effort to pinch pennies. They’ve been cutting corners anyplace they can, especially on items they’re going to throw away—like garbage bags.
When Hefty first came out with its Odor Block bags, it touted the bags’ ability to block the stink of garbage. Now, Hefty’s commercials have a twist: A woman wants her husband to throw out a trash bag that’s barely full because it stinks; her husband says, “That’s wasting money” and “Wasting money stinks.” So not only does garbage stink, but wasting money does too—and Hefty Odor Block protects against both! And does it with “new lower prices.”
This is smart thinking, killing two birds with one stone by adding value in consumers’ minds.