In an economy where consumers are trying to watch their budgets, marketers must come up with novel ways to promote their products. Even the best media mix might not move the revenue meter unless the marketer can develop a unique pitch. These days, one angle might be a Made in America label.
HarrisInteractive just published its findings on this topic and reports that a majority (61%) of consumers say a Made In America label or ad make a difference when they are ready to purchase. The percentage of people showing their patriotism this year has increased since 2009. The survey also uncovered differences in attitudes that varied by age and geographic region.
By age group, here are the percentages of consumers who say they are more likely to buy an item that is Made in America:
- 18–34: 44%
- 35–44: 61%
- 45–54: 66%
- 55: 75%
By region, here are the percentages of consumers likely to buy an item that is Made in America:
- East: 60%
- Midwest: 67%
- South: 61%
- West: 57%
HarrisInteractive analysts point out that emphasizing patriotism and national pride is an option for any marketer seeking to deliver a ‘feel-good message’. The strategy would be particularly successful when targeting older residents of the Midwest. Analysts also note that U.S. auto manufacturers are currently using this strategy with considerable success. As the high unemployment rates continue, marketers may be able to wring more sales out of consumers who are mindful of the connection between the products they purchase and potential jobs for their friends and family members.[Source: National Pride Matters. HarrisInteractive.com. 8 Oct. 2010. Web. 3 Nov. 2010]