two-weeks notice. If we opened our eyes
and truly saw how this one common
green thread connects us all, would we
embrace it, or would we cut and run?
It is no secret that the value of the
U.S. dollar has depreciated. Many factors can influence a fluctuation like the
U.S. dollar has experienced, but in the
past year alone, it seems to have been on
a continuous downward spiral. It certainly doesn’t help that the U.S. has been on
the receiving end of a costly, apocalyp-tic-like streak of natural disasters, ranging from floods to wildfires. Add to that
the real estate market crash, where interest rate hikes skyrocketed and a bevy of
Ah, yes, and lest we not forget the
scourge of all Americans — the ever
rising price of oil. How can one not feel
violated when the total on a gas station
receipt looks like the birth weight of a
baby hippopotamus? These feelings of
shock and disbelief resurface when com-
ing face to face with heating bills, shipping invoices and pizza delivery boys.
Let’s be honest, it looks bleak.
But there is a ray of hope, and its
light has shone down on the direct
response industry in the form of consumers who aren’t going to let a little rain,
some flames or the possibility of homelessness stop them from buying the latest
products marketed via direct response.
In spite of the economic struggles
and personal hardships of the American
consumer, DR media rates are up.
Infomercials are no longer the marketing tool for just small, home-based
businesses. They are fast becoming the
marketing weapon for big name Fortune
500 conglomerates that want to reach a
wider audience. Television viewers are
waiting with bated breath for the newest
innovations in weight loss, cosmetics,
kitchen appliances and business ventures
to dance across their TV sets with that
oh-so-familiar 800 number.
In the face of adversity and tragedy,
humans look to an outside source to give
them hope or to give them something to
look forward to. For some, it is God or
family, for others it is an operator telling them that if they pay $12 extra for
rush delivery, their package will arrive in
three-to-five business days.
We, the American people, are driven
in some way or another by the almighty
dollar, and we know that the product
developers can’t survive without our
money, just as the product developers
know we can’t survive without their
goods. To cut that common thread
would leave someone struggling to tread
the deep waters of the economic abyss.
Who that would be, I can’t say. But
if I’ve learned anything, it is to never
underestimate the buying power of the
American consumer. And in the end,
no matter what our education, job title,
economic status or hardships may be,
aren’t we all consumers? ■
Proud To Serve
The Direct Response
Targeted consumer publicity can play
an important role in your DR campaign.
SSA specializes in achieving product-based
editorial coverage to compliment your
media by reinforcing consumer awareness.
To discuss how publicity can help generate leads and drive sales, contact: