Build your core. It’s important for your body, but it’s also imperative if you’re a well-known brand. In today’s recessing, depressing economy, it may not be the smartest expenditure to go after new consumers. They’re spending less on fewer products. they’re not listening, they don’t care, they’re hiding. It’s going to take a massive stimulus package worth a trillion dollars to get that mountain moving, then maybe it still won’t. The good news is many brands have spent time and dollars on establishing loyalty. Those long years of brilliant messaging about reliability and value could pay off smartly. In a word: up-sell. Some of the faithful actually have some discretionary income. Buying is fine as long as they don’t have to think too hard or take a risk. Coleman just might get Mr. Camper to trade up his Road Trip grill to a Road Trip Pro grill. Bed, Bath & Beyond could possibly persuade Mrs. Homemaker to toss her Allure duvet cover and replace it with the more expensive Midnight Jungle duvet cover. Lexus might get Mr. Sports Car Driver… well, you get my meaning.
Put your money where your base is. Let the unenlightened be and build your core.
They know you. They love you. Ka-ching.
