Earlier this month, I posted a story regarding the economic stimulus rebate checks, or whatever you want to call the $300 to $1200 government money that will be arriving soon.
If you are a regular advertiser, you should perhaps tailor some of your messages to those people that are going to have this extra cash.
Perhaps you will double their money on a big ticket item. Or you will make some offer that your customers really want. I mean REALLY want. A half baked idea is not what you want to do right now, it can hurt your overall branding.
And since you are already advertising, now is the time to start planting the seeds so when the checks arrive, your customers will already have spent it mentally with you.
Kara commented on what I wrote and provided a link to an interesting interview at the blog her agency in Maryland operates. Here's the beginning:
We met with Sable Mi, strategic planning director, to get the 411 on economic stimulus checks and consumer spending behavior.
Why is the government issuing these checks?
Well, the economic stimulus checks were designed to put more money into the market. Gas prices are up, the value of the dollar is down, and there is uncertainty in the job market; all indicators of a recession. The Federal Government keeps cutting interest rates but that doesn’t help consumer confidence.
…Enter the rebate checks?
Exactly, people aren’t spending so the government is giving money to consumers to stimulate the economy. The checks aren’t a long-term fix, but there will be some short-term direct impacts.
Do you think any particular industry will benefit from the checks?
Retail in general will profit, but the checks will be especially beneficial to the home improvement and electronics (home theater) industries-instead of selling and buying a new house, people are more likely use the money to fix/improve their current homes. The travel industry is also working to profit from the checks; we’ve seen some packages and promotions, mostly domestic trips, designed to get taxpayers to spend their checks on vacation.
What about the ad industry, will it benefit from the checks?
The media industry will be the first to benefit. Retailers are fighting rigorously to get their share of the tax rebate money, and most of them will get their messages across through advertising. With the Presidential election and the economic stimulus package, media is having a pretty good year. I’m also curious to see how.... (click here to get the rest of this sentence along with the full interview!)
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