HOW TO REACH THE NEW CUSTOMER

Lin YuStanlie Luo

Frugality’s inBecause of social media, marketing messages are slipping out of controlled, corporate hands

Three key lessonsThe price has to be rightDefine value beyond priceWord to wise

The price has to be rightmany marketers are resorting to pricing strategies to free up frugal consumers' checkbook, and at the right time

Del Monte

Lessons learnedConsumers are feeling a sense of

entitlement to getting better prices. They are more swayed by more dramatic sales and more inclined to compare prices within a category.

Define value beyond priceWhile price-sensitive promotions

continue to reel in recession-weary consumers, price isn’t everything, even in this economy.

Word to the wise

Lessons learnedValue comes in a lot of different

ways, pay attention to the total value you are bringing to consumers. Economic considerations are a part of that, but not all of it.

Word to the wise

Lessons learnedInvest in social media, find inventive ways to

show customer appreciation, listen to and interact with consumers, and e authetic.