Sorry about being gone a week – I have been inconsistent lately and I apologize.
I look for inspiration everywhere, and I found some on a billboard overlooking highway 101: The Charles Schwab “Do Something About It” campaign. It was great timing for me to see this ad; a couple weeks ago I did a Webinar with Netprospex and, as usual, I was ranting about the importance of understanding new-age buyers and how they are unduly affected by the recession (broke, no budget,yadda yadda). I got a couple comments from the crowd like, “Did this guy’s dog die?” and, “Do buyers really think like tha?t”, etc. I realized that I wasn’t entirely making my point: The buyer has changed, and the recession is bad, but that doesn’t necessarily mean you should cry about it. You need to embrace the change in the buyer’s environment and craft your message accordingly.
Enter Charles Schwab’s “Do Something About It.” Here’s what I like about the campaign:
1. It captures the current mind-set of the consumer.
2. The “it” inspires.
3. It needs no other explaining; when you see it, you know what they’re talking about.
I actually wrote about seizing opportunity in this time of economic crisis in a previous post, When the blood flows in the streets, it’s time to buy real estate. Again, my point was that the economy is terrible, but the opportunity is great.
As a matter of fact, my buddy recently sent me this quote from Rhonda Abrams in USA Today:
History bears me out. When times are bad for the economy, it can be a great time to start a business. In fact, 16 of the 30 companies that make up the Dow industrial average were started during a recession or depression. These include Procter & Gamble, Disney, Alcoa, McDonald’s, General Electric and Johnson & Johnson.
So, go do something about it.