In this post (or not so post depending on who you talk to!) recession world, consumers' habits continue to evolve and advertisers strive to keep up. Consumers may still be concerned with pricing, but unless quality is present, then the value is not there. USA Today addressed this trend back in June ‘11 in a cover story article: “A growing number of Americans don’t measure value only by price. They examine how much is actually in a container. They factor in family preferences. And they still demand the kind of quality they used to get in pricier products. This new American shopper is changing the way retailers market, merchandise, and maneuver.” Following are a few examples of advertisers who have proactively adjusted their creative to focus more on quality and less on price. In many instances, price is not even addressed since competitive pricing is basically assumed anymore.

Wildwoods Tourism

Wildwoods Tourism has spent the last two years focusing their message on everything that is free in the Wildwoods. Free beaches, free fireworks, and a free vacation planning kit. This year, that all changed. The 2011 focus is on quality. The messaging this year touts their many accolades and awards. Voted Best Beach Town for a Classic Experience in America by Smarter Travel, Named one of the 10 Top American Boardwalks by Forbes Traveler. Travelers want to know they are getting a good deal, but they also want to know they are spending their money on a great vacation.

Rita’s Italian Ice

Rita’s is another advertiser that has primarily focused their advertising on quality over price. 75% of a Rita’s :60 commercial consists of customer endorsements: “Love the flavors.” “I love everything about Rita’s.” “Best place on earth.” “Great when you’re pregnant.” “Great place for families to get together. A Rita’s regular size Italian Ice is about $2.50. If that isn’t value enough for “ice, custard, happiness,” I don’t know what is. The fact still remains that even when it comes to spending under $3, today’s consumer needs to be shown that the purchase will be well worth their investment.

Weis Markets

Weis Markets has taken a slightly more subtle approach. The quality their advertising message focuses on is the quality of their customer’s time. “Whether you’re tailgating in the cold, or glued to the warm glow of your TV, Weis has everything you need to make every game a winner. Touchdown tailgating is unmistakably Weis.”  Weis promotes themselves as one stop shopping by reminding their customers that they can get everything they need for any occasion with one stop at Weis. “Spring is in the air and it’s unmistakably time to get grillin with Weis Markets. Everything you need to put on the grill… they’ve even got the grill. So get to Weis Markets and Get Grillin. If it’s unmistakably time to grill… it’s unmistakably Weis.”    

According to that same USA Today article,”There’s a fundamental shift in consumer behavior, and retailers have had to adapt.”  If businesses want to build their consumer base and keep their existing customers, they need to speak to the new American Consumer in the language they understand as Wildwoods Tourism, Rita’s Italian Ice and Weis Markets have done.