The government here in Australia has recently announced:
“Small business gets a $2.7 billion package of tax breaks that includes an extra $600 tax deduction for any small business that buys and installs a $2000 computer before the end of June.” - SMH
Now if I was in the business of selling computers I would look at combining this with some internal offering. Thus, I would say something like “Did you realize that the government now provides an extra deduction for computer purchases before June? Did you also realize that we’ll also give you a free printer as well?”. Or even perhaps something along the lines of “The government if offering a $600 saving on computers to help the country avoid recession. We’ll give you a free copy of Office as our part in helping to boost the economy”.
I use these as examples, obviously you’ll have to work out the numbers for yourself but I think there is opportunity to piggy back off what the government is attempting to do with your own offering. It should appeal to customers in two ways. Most importantly, it should represent some saving or benefit to them. Secondly, it should show that you are trying to do your bit for the local economy as well. Thus, customers should buy from you and support your business.
Hopefully this illustrates that developing marketing concepts for your business isn’t that difficult no matter what the economic conditions. All it takes is a little creativity and the ability to look at the situation from the customers point of view. In this case the key is tying an offer to something the mainstream media is focused on and then going that little bit further so you stand out. You have to offer something extra to get people to buy from YOU and not the competition!