More Marketing Campaigns to Target Image Improvement

As if marketers don't have enough to worry about. First, consumers stopped spending during the recession. And the recovery has been  anything but certain. Now comes the news that marketers in some industries have fallen out of favor with consumers.

The most recent Gallup Poll on consumer perceptions of various industries sheds light on which sectors have the most work to do. The data shows that for the first time ever, the federal government has fallen to the bottom of the list with 63% of consumers having a negative perception. The attitude may stem from the prolonged and partisan debate on the national debt level this summer. Other industries which have lost significant consumer respect include:


  • Oil and gas: (-44%)
  • Real estate: (-29%)
  • Healthcare: (-28%)
  • Banking: (-18%)
  • Legal: (-16%)
  • Education: (-12%)
  • Airline: (-10%)

Analysts note that the oil and gas industry has never fared well in this poll and speculate that the wide swings in the prices of these commodities leaves a poor impression among most consumers.

The computer industry is at the top of the list this year with a 72% positive rating. In the past 10 years, this industry has risen 11% in the Gallup poll. Other winners this year include the restaurant, Internet, farming and agriculture, and grocery industries.

Businesses operating in an industry with unfavorable consumer impressions face a double task in developing their marketing campaigns. They must strive to improve their industry's image at the same time they are trying to generate demand for their products and services. This year, look for marketers in the oil and gas and real estate industries to roll out more image campaigns.

[Source: Newport, Frank. Americans Rate Computer Industry Best. Gallup​.com. 29 Aug. 2011. Web. 14 Sept. 2011] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.