As we approach that most patriotic of holidays, July 4th, you may be planning an ad campaign that promotes your company’s support of life, liberty and the pursuit of happiness. Or, you may be marketing the ways your business supports our armed forces who represent freedom in outposts that span the globe. There’s another way you could appeal to consumer emotions and it’s one that Advertising Age recently covered in its article about New Balance.
At the risk of appearing jingoistic, New Balance has begun promoting its manufacturing presence in the U.S. Like many manufacturers, footwear producers have shifted jobs to lower cost venues, so New Balance points out that it’s a big deal to make nearly ¼ of its products on American soil.
New Balance might be part of a growing trend. A recent survey on Cars.com indicates that “consumer interest in Chrysler and GM cars has remained steady over the past year”. So despite the recession and unknown consequences of purchasing from a bankrupt business, U.S. consumers are showing an interest in supporting industries that have played a key part in shaping our culture.
Whether you’re selling cars or footwear, marketing U.S.A. pride to consumers who are looking for positive news and a sense of belonging could generate a spike in sales for now and the long term.[Sources: Zmuda, Natalie. “New Balance Plays Patriotism Card in New Marketing Push,” Advertising Age, June 15, 2009; Cars.com release, June 1, 2009]