The past five years have been a struggle for many working-class Americans, especially for those that fall into the “middle class” income level. In fact, according to a recent CNN Money article, most Americans (except those in the richest 1%) have seen just a 0.4% increase in income from 2009 to 2012. With less spending money in our customers’ pockets, how can we market to and earn sales from this struggling segment of society? While it may not be easy, both small and large businesses can develop strategies to win over their customers.
Here are some tips to marketing to the middle class:
• Consumers will pay extra for value – As a middle-classer myself, I would rather pay slightly more for a service or item if there is added value. Trusting that the work is done properly or that the product will last for years to come are important to consumers. Rather than under-cutting your prices, add value to your item or service and market that differentiator.
• Offer quick & personal customer service – When competing with national chains, most local and smaller firms can really shine with great customer service. Making your customers feel like more than just a number builds goodwill and brand loyalty beyond measure.
• Add a personal touch – There is one company I order from that always includes Laffy Taffy in my shipments. Seems silly (and overly simple) but I love receiving them along with my items. These small gestures can have a huge impact. Sending a thank you note is another great way to put a smile on your customer’s face.
• Promote your sales on social media – The average American likes a good deal. While print fliers and promotional materials are still relevant, don’t forget to use social media to spread the word. Send it out with plenty of time for customers to take advantage of it before the promotion ends.
Let Grand Marketing Solutions help your small business create the best marketing strategy to grow your customer base and increase sales. We provide our clients comprehensive programs for success in all areas of marketing management.