Today USA Today reported that condom sales rose 5% in the fourth quarter of 2008 and are already up 6% in January over last year’s sales.
So, while car purchases plummet, and designer clothes sit on the racks, people are upping their purchases of condoms.
What gives?
Well, according to Jim Daniels, VP of Marketing at Trojan “If people don’t have the money to go out to a fancy dinner or are looking to cut back, Trojan gives them some real affordable ways to stay in and make some great memories together.”
I think it’s more than that.
In my not-so-humble opinion, condom sales are up because rational thinking couples are reluctant to roll the dice on such a large commitment (bringing a child into this world). With the current uncertainty about the economy and employment – couples are thinking twice about whether or not, now is the right time.
And therein lies the lesson for marketers and business owners. You see, I’ve discovered that most don’t take the time to truly dig into qualitative and quantitative data to gain a better understanding of their customers and discover why they buy. Instead they rely solely on gut feel and come up with their fair share of costly campaigns that miss the mark from the get go.
Don’t get me wrong, instincts are important. It’s just that it pays to do a little homework before you go out and invest millions in a marketing campaign.
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