Thursday, April 30, 2009

Visa's New Strategy - Security Not Spending

Last month I wrote a post about the new Visa Campaign and how the strategy was miss-directed for the current economy. My view is a this point the consumer isn’t interested in being told there is an easier way to spend their hard earned money. They want to feel safe. They want to know how to save money, how to make their money work harder for them.

So because of this, I was excited to see this new commercial from Visa. It address’ the main problem I had with the previous one. The strategy behind this commercial is safety. You can shop online and know your card information is safe.

In this economy consumers are still skittish about spending money. But if you have to go online and buy a book from Amazon or a pair of shoes from Zappos you have the confidence that your purchase is secure. This commercial makes the consumer feel like Visa is on their side. That Visa cares about their financial security during this tough time. They aren’t just another big bank out to pry more money out of their clenched hands.

One thing I wish had a bigger prominence in the commercial is their website. Visa’s website has an abundance of quality information on their safety features. Why not drive people to your website so they can check out and experience all of the safety features up close and personal. Give the consumer a chance to develop a relationship with the brand.

What do you think about this new commercial compared to the previous one? Does this do a better job of explaining why Visa is the card to use during this time?


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