Times of economic turmoil, uncertainty, or crisis can impact your leads and sales across all marketing channels and segments.

Your audience’s perception of the economy and the things that are important to them, the things you look for, in making their buying decisions will change as the economy changes from good to bad, bad to worse, or worse to good– So perception is key.

Let me give you an example from the investment market.

The perception in the investment market segment services as an example of how perceptions can vary in times of economic uncertainty and is a reflection for other market segments.

Looking at data from a recent survey of retired investors, perception varied depending on age and gender.

Terrified investors check their retirement balances more than three times a week.

A slight majority (51%) of investors who haven’t yet retired say they’re “terrified” about their long-term and post-retirement financial futures.

43% of investors check their retirement account balances more than three times a week because of the volatility in the stock market.

The study showed this tendency is more common among women than men (53% versus 34%).

The report revealed that men are slightly more likely to say they are “terrified” about their long-term financial futures than women (55% versus 49%, respectively).

41% of women agree that they feel confident in their financial plan despite market volatility, compared to just 11% of men.

Women (44%) are more likely than men (28%) to agree that signs of inflation and recession have led them to reconsider when they can retire.

What has inflation and economic uncertainty done to your marketplace?

What is absolutely critical is that your website landing page ads, direct mail, pre-rolls, tv commercials, whatever marketing you’re doing, should be based upon understanding changed perceptions by your market.

Having gone through 6 recessions and America’s most horrific inflationary period in the late 70’s early 80’s, we have learned how to adjust the marketing message to maximize return on investment.

If you’d like to talk about your marketing and how it needs to change, contact Michael at 615-933-4647 or email him at [email protected].