Using Innovative and Unconventional Marketing Ads
US Firms Mitigate Effects of Recession with Strategic Advertising
The recession may have caused some US companies to fold up but the bankruptcy of some companies has offered others who have survived the economic storm more advertising space. The crisis has also presented an opportunity for companies to craft innovative ads that will boost the marketing of their products and services.
Bankrupt Companies Create More Advertising Space
In the United States, more companies that have managed to stay in business are filling the empty shops of bankrupt companies with customer-winning and business promotion ads. “Ads for Intel that went up on Monday capitalized on the bankruptcies of stores like the Disney Store, Domain Home and Comp- USA, filling their former shops with digital billboards,” Stephanie Clifford reported in The New York Times of May 11, 2009, in an article titled “As Store Fronts Become Vacant, Ads arrive.”
Storefront Advertising in US
Advertising in front of stores which was previously seen as the poor man’s business promotion strategy has now caught up with major companies. Stephanie Clifford noted in her New York Times article that major companies like Nestea, Snickers, Delta Airlines and Conservation International are now all running digital billboard ads and other forms of promotions in open spaces that used to be occupied by companies that have now declared bankrupt.
The Times said that some of the companies' whole declaration of bankruptcy has created open spaces for more storefront advertising as Disney Store in San Francisco, CompUSA in Chicago which filed for bankruptcy in 2007 and is operating under a new owner, and a former Domain Home store in the Flatiron district of Manhattan that filed for bankruptcy in 2008.
Innovation in US Advertising
Not only are companies coming out with more ads and putting them in places that used to be shops and fronts of other stores, they have moved a further step to have unconventional ads considered by many as an innovation. In their attempt to show they are in sync with the feelings of their customers in these difficult times, companies are now putting out ads filled with what Stuart Elliot described in a May 14, 2009, New York Times article as “an outspoken, provocative tone that is unusual for mainstream marketing messages, which typically try to avoid aggrieved attitudes for fear of alienating audiences.”
The new ads show company officials expression frustration about the impacts of the economic crisis on consumers as a way of demonstrating their (officials) appreciation of the fact that consumers are going through tough times.
In Elliot’s Times article headlined, “Angry Ads Seek to Channel Consumer Outrage,” he quoted Jeffrey W. Hayzlett, chief marketing officer of Eastman Kodak Company, which is running ads for a new line of printers and inkjet cartridges as saying, “We’re turning up the volume in relation to what our customers are feeling. It’s a departure for us...but it’s right for today’s times.”
Companies currently using what can be described as the ‘consumer anger ads’ include Post Shredded Wheat Cereal, which declares in new ads that “Progress is overrated” and “Innovation is not your friend.” Another company using the ads is JetBlue Airways.
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