Rising costs, unemployment, and tariffs have all contributed to a “doom and gloom” sentiment for consumers and marketers alike. But rather than dwell on the negative, now is the time to find opportunity in adversity.
By focusing on six key strategies, marketers can build a tariff-relief playbook powered by data, technology, and creativity—one that uncovers opportunities and navigates threats with agility.
Grow Share With New Segments and Competitive Conquesting
Shoppers are more fragmented than ever, constantly seeking value. While this complicates marketing, it also unlocks new avenues for growth.
In low-differentiation categories like bottled water, beef, and eggs, customers may trade down to private labels. In contrast, categories with stronger identities—like coffee—see growth in bulk purchasing from warehouse clubs. Similarly, snacks and nonessentials may still sell if positioned with appealing discounts.
To thrive, marketers need rich consumer insights. Targeting new segments, understanding lapsing customers, or identifying the movable middle becomes more important than ever. Real-time, data-informed messaging at the point of purchase can drive double-digit engagement increases and influence final purchase decisions.
The competitive landscape is also shifting. For example, in the QSR sector, traditional rivals now compete with convenience stores and grocers offering prepared meals. Understanding your full competitive set is critical—ignoring it could cost you.
Lead With Value, But Be Smart About It
Even before tariffs, consumer confidence had dropped significantly. Now, value is more essential than ever.
Enhance perceived product value with bundle offers or bulk options. These provide more for less and help stretch advertising dollars further. Promotions that showcase multiple products and offer discounts for buying in combination have proven effective in improving reach and conversion.
Value should also be reinforced at the final stage of the purchase journey. Reminding customers of the value proposition during these key moments helps secure the sale.
Dial Up Differentiation
If every brand is leading with value, what sets yours apart?
Focus on the differentiators that truly matter. In food and beverage, consumers report product quality, taste, value, and availability as top reasons for repeat purchases.
Make these core qualities shine through in your messaging. When customers ask themselves why they should choose your brand over a cheaper one, the answer should be obvious and compelling.
Embrace Nostalgia To Create Emotional Resonance
In uncertain times, nostalgia offers comfort. Use it to foster positive brand associations and emotional connections.
One path is through product innovation—reviving classic items from the ’90s or 2000s can appeal to millennials and Gen Z alike. Another approach is incorporating nostalgia into promotions using familiar faces, value-driven bundles, or storytelling through influencers.
Tap into cultural memory and personal emotions to create moments that resonate—and drive action.
Don’t Overlook the Bottom of the Funnel
Today’s purchase journey is rarely linear. A strong social media presence might draw shoppers to your product, but if they find a cheaper competitor in-store, the sale could be lost.
Balance is key. Upper-funnel awareness is still important, but bottom-of-funnel strategies are crucial. Reinforce your message with mobile ads, digital out-of-home placements, and personalized promotions during in-store browsing.
By staying present throughout the journey, you increase the chance of conversion, even in the final seconds.
Focus On The Right KPIs And Technologies
With tighter budgets and more scrutiny, marketers must prove their impact. Vanity metrics aren’t enough.
Emphasize meaningful KPIs like incremental sales and incremental return оn ad spend (iROAS). These metrics not only highlight performance but also enable real-time optimizations using machine learning.
By aligning your reporting with the expectations оf financial stakeholders, you strengthen your case for continued investment and unlock greater efficiency from your campaigns.
Final Thoughts
Despite economic uncertainty, brands don’t have to stand still. With the right tools—data, tech, creativity, and sharp messaging—marketers can navigate the storm and even come out ahead.
