Economic uncertainty isn’t just unsettling—it can completely reshape how businesses approach marketing. With recent tariffs sending ripple effects through industries nationwide, it’s natural to ask yourself: How should your brand respond?
I’d be lying if I said the uncertainty doesn’t keep me up at night, and I often wonder about how to successfully navigate my business through the turmoil. I recently read a great article in Newsweek that helped put some things in perspective.
The article examines Nissan’s response to the tariffs for some actionable insights. Faced with significant hikes, the global automotive powerhouse didn’t retreat. Instead, they pivoted swiftly and strategically, turning a challenging situation into an opportunity.
Here’s what we can learn from their smart, agile response:
Listen Closely—and Respond Quickly
When news of the tariffs hit, Nissan noticed a 2,000% spike in online searches like “Should I buy now?” and “Nissan car prices.” They didn’t ignore these signals, and instead, reacted immediately. The brand launched targeted digital campaigns right where customers were already looking for answers.
Takeaway: Regularly monitor search trends, social conversations and your website queries to spot sudden shifts in consumer behavior. Be ready to respond rapidly with relevant messaging-because timeliness can be your greatest advantage.
Keep Your Messaging Clear and Concise
Economic turbulence creates uncertainty, and uncertainty drives people to seek clarity. In response, Nissan quickly repriced two of its popular domestically built SUVs, clearly communicating the new value proposition to anxious buyers.
Takeaway: When markets fluctuate, customers crave straightforward answers. Cut the fluff from your messaging and lead with clear, direct and transparent communication about your products’ value.
Focus on Your Unique Advantages
By highlighting models unaffected by tariffs– vehicles built in the U.S.– Nissan leveraged an existing strength to reassure and attract customers.
Takeaway: Identify and amplify aspects of your business insulated from economic disruptions. Whether it’s local production, stable pricing or available inventory, lead your messaging with what sets you apart.
Don’t Fear Promotions—Embrace Them
During the 1990-91 recession, Taco Bell famously introduced a new value menu and aggressively advertised it, boosting sales by 40% during a time when other fast food brands cut their ad budgets and saw steep declines in sales.
Similarly, Nissan’s timely discounts aren’t just promotions, they’re strategic moves to capture market share while competitors hesitate.
Takeaway: Smart promotions, discounts or value-focused offers resonate deeply when wallets tighten. Consider limited-time deals or bundled packages and promote them strongly through your highest-impact channels.
Adapt Your Channels as Needed
Nissan didn’t rely solely on traditional advertising. Recognizing that potential customers were actively searching online for answers, they prioritized digital channels first, expanding to broader media once they saw initial success.
Takeaway: Stay agile in your channel strategy. Begin with digital platforms where real-time engagement and adjustments are possible. Once momentum builds, you’ll have the confidence to extend your message to wider audiences.
Embrace User-Generated Content: Your Customers Are Your Best Marketers
In times of uncertainty, one of your most powerful marketing assets might already be at your fingertips: user-generated content (UGC).
UGC includes customer reviews, social media posts, videos and testimonials; content created by your customers that showcases your brand through their eyes.
Here’s why UGC is invaluable:
- Cost-Effective Credibility: Authentic reviews on Google or spontaneous shoutouts on Instagram don’t cost you a dime, yet they boost trust significantly. In fact, according to statistics, 79% of consumers say UGC highly impacts their purchasing decisions, making it an ideal tool for maximizing marketing ROI during tough economic periods.
- Amplify Authenticity: Audiences crave authenticity, especially when budgets are tight and every purchase counts. Genuine voices resonate deeply, reassuring potential buyers that your product or service delivers on its promises.
- Drive Organic Engagement: When consumers see real people, not paid actors or overly-polished ads, endorsing your brand, it can dramatically improve engagement and conversion rates.
Nissan’s proactive digital pivot in response to recent tariffs is a great example of harnessing real-time consumer interest online. Imagine amplifying that approach by incorporating authentic, user-driven stories and feedback. This strategy not only supports your paid campaigns but also ensures your messaging genuinely resonates with current market sentiments.
Now’s the perfect time to actively encourage customers to share their positive experiences. Showcase their stories, repost their content and turn satisfied customers into influential brand advocates.
Navigating Uncertainty Together
As economic forecasts wobble, it’s tempting to shrink back and play it safe. But Nissan’s approach reminds us that agility, clarity and strategic messaging aren’t just beneficial, they’re essential.
If you’re feeling the pressure of economic uncertainty or tariffs impacting your marketing decisions, let’s talk. At Brand825, we craft responsive marketing strategies designed to help your business adapt, compete and thrive no matter what comes next.
Kedran Brush, Brand825’s Co-Founder and CEO, has more than 28 years of marketing leadership experience at the SVP and CMO levels, including revenue growth, customer satisfaction, brand awareness, etc. When she’s not helping brands be their best, Kedran can be found relaxing on the lake, at Tennessee Titans games and trying to stop her dog from chasing the elusive neighborhood squirrel.
