Leverage What They’re Already Talking About

The other day I check my mail (snail mail that is), and find a postcard from Expedia.com. The postcard shows the Golden Gate Bridge in San Fran and reveals the statement “They say “economic stimulus”, we say “free vacation.”"

Genius! Take something we’re all talking about and leverage it for your product or service. Okay, obviously, this is not the first time this has ever happened (Sustainability, anyone?). Nonetheless, I found this instance pretty smart.

So, we all know through the Economic Stimulus Act of 2008 the IRS will benefit more than 130 million* American households with payments beginning in May for almost anyone who files a tax return.

Why do I wish I had thought of this first? Think of the other things everyone’s talking about: Gas Prices, the Presidential Election, the War, etc. Sure, there are ways to leverage these topics to advertise to your audiences. Yes, these are all things that are very big deals in our lives but all of which are costing us money. The Economic Stimulus however… it’s cash in our pockets. Cash that your customers are going to spend. Will they be spending it with you, or with Expedia?

*Estimate from IRS.gov
 

Posted on April 29, 2008. Filed under Advertising, Marketing.

Jen Wakeman

By Jen Wakeman, Interactive Producer

3 Comments on Leverage What They’re Already Talking About

  1. No, I must protest. It is not cash in your pocket, but instead cash DEBT in your pocket. The Federal Government doesn’t have the money to pay for the stimulous but instead is just printing excess money and thus depreciating it more.

    So by getting this “stimulous” we immediately take on more debt as a nation to ourselves, something that will need to be paid back. In the long run we’re also depreciating the value of our currency that much more.

    So hopefully American’s spend it while they got it, cuz in the coming months the pain is gonna be brash.

    …other than that one oversight, interesting entry. It’s always a good marketing idea to latch onto existing motivations.

    Posted on Apr 29, 2008.

    By Adron

  2. Thanks for your comment, Adron.
    I want to clarify that I wasn’t trying to make a political statement here or state whether the government is right or wrong in this. The point I was making is that marketers should take advantage of what people are perceiving as extra cash in their bank accounts. By talking to consumers about something perceived as a positive (an extra check from the government) rather than something they perceive as a negative (rising gas prices), marketers can engage with consumers on an upbeat topic to ensure that customers associate them with the “positive” things taking place in their daily lives.

    Posted on Apr 30, 2008.

    By Jen

  3. Hey Jen,

    You’ve absolutely got a point. I wasn’t particular trying to draw out the politics of it, except that they are connected by direct association.

    I also believe what you do, that marketers should take every advantage of it. That IS the purpose of the whole thing. Keeping people employed, keeping money – devalued or not – flowing throughout the country, and other such associative positive things.

    I just can’t help point out the fact of how even though it will be a temporary boost, it will definitely bite us in the keister over the next few weeks. Hopefully not too bad as we’re dealing with the financial crunch. :) But hey – at least it isn’t a tech pop this time, we’ll have ot hold those financiers accountable and they can buy us tech people a round or two at the local pub!

    …anyway – to summarize – I agree with what you’re saying, I was just pointing out the haunting facts of the matter.

    Posted on May 1, 2008.

    By Adron