By Molly Grane - Marketing Support at Xapsis Integrated Marketing
In the 1930’s, the path of marketing had to change its course. The Depression took a toll on everyone and companies
had to learn a different path to drive sales.
During this time, companies had to place a greater emphasis on advertising
and promoting their products to specific consumer needs. This seems like a no brainer to us now, but
this was the start of something big. By
the 1950’s, Marketing was huge, and by the 1970’s Marketing was at an all-time
high, so high that the focus started changing. Not necessarily on the product
itself, but on its benefits.
The turn was towards, “if you use this product, you will automatically
be skinny and everyone in the world will like you.” Products that held value seemed to bore
people. Quoting from an article found on
Forbes.com, “There’s nothing like a heavy dose of economic reality to change,
if not hearts, then minds. Out of
necessity, value has come back into favor.
The trick now is selling it.” The
time is changing. America has started to
cut back in spending, which makes the Marketing experts out there ask
themselves, how do I change?
We have to focus back onto the 1930’s marketing tactics and
relearn…well…marketing.
Here are a few key points I found on 1930 marketing insights
and the focuses that were implemented at that time: (www.forbes.com)
- Low prices are not enough – for example, I relate price and quality. How are companies getting those low prices? What are they cutting?
- Value and aspiration can go hand in hand
- Value can make lower-priced or mid-market alternatives socially acceptable - this tactic was used in a Dodge ad which focused on Ginger Rogers saying “Why should I buy an expensive car when the new Dodge offers such unusual beauty and economy?”
- Save your consumers money
- Give them a little something extra
“Recession-Ready Marketing Tactics.” Forbes.com. Marc Babej. 20 May 2009. 23 Aug. 2012. <
http://www.forbes.com/2009/05/20/recession-depression-marketing-entrepreneurs-sales-marketing-babej.html >.
