It turns out that being "Made in America" is a marketing plus if you're a manufactured good, and moreover a marketing plus that only gains power during recessions, the New York Times reports. “In hard economic times, a slogan built around ‘Buy American’ is going to resonate a little more,” the article quotes a University of Chicago economics professor. “People read stories about unemployed Americans and they want to feel good when they make consumption decisions.” Makes sense. And it's heartening to find that lots of domestic manufacturers, including a couple profiled in the article are--yup--small businesses.
But that gave us an idea. Americans hear about the embattled American economy and are therefore more inclined to buy American. Might they also hear about embattled small businesses and therefore be more inclined to buy from them?
Certainly strikes us as logical. Small businesses can easily engage and win Americans' intrinsic affection for the underdog. For not only are big corporations generally less embattled than small ones; more importantly, "Buy Big" is not a particularly winning marketing slogan.
So, we say: give it a whirl! Proclaim your smallness as proudly as you would proclaim your Americanness. It's certainly no less worth being proud of. And it just may help your sales.
American Express OPEN brings you the latest insights from noted business authors and experts in our special promotion with Slate BizBox.
But that gave us an idea. Americans hear about the embattled American economy and are therefore more inclined to buy American. Might they also hear about embattled small businesses and therefore be more inclined to buy from them?
Certainly strikes us as logical. Small businesses can easily engage and win Americans' intrinsic affection for the underdog. For not only are big corporations generally less embattled than small ones; more importantly, "Buy Big" is not a particularly winning marketing slogan.
So, we say: give it a whirl! Proclaim your smallness as proudly as you would proclaim your Americanness. It's certainly no less worth being proud of. And it just may help your sales.
American Express OPEN brings you the latest insights from noted business authors and experts in our special promotion with Slate BizBox.
