“There is only one boss. The customer. And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else.”  –  Sam Walton, CEO, Walmart

Are you tired of hearing it yet? Are you tired of hearing that the past three years of upheaval and uncertainty have changed—well—almost everything? Of course, you are. We all are. But being exhausted with the situation doesn’t change reality.

So, the choice is yours. Lament the ongoing impact of a worldwide pandemic and fret about how it might continue wreaking havoc in 2023. Then, hunker down in fear of rising inflation and the increased talk of recession. Or, determine to understand, strategize for, and then implement what experts predict will be the marketing game changers in 2023. And two of those promising predictions focus on value: value marketing and value-based selling, to be precise.

So, what is value marketing, and what will it look like in 2023?

Added value will be the key component in a major “customer first” approach. Effective advertising will shift from the company’s to the consumer’s needs. The emphasis will be on the quality of the company’s unique solutions and the extraordinary value they provide. When executed well, this strategy will forge an exceptional partnership that consistently exceeds expectations and fuels consumer loyalty. And this loyalty will make customers into product fans and product fans into brand ambassadors.

The foundation of this powerhouse marketing strategy is trust. Gaining the consumer’s trust means proving that your brand understands your clients’ needs, challenges, preferences, and values. It involves making honesty and transparency top-rung priorities. It means that you keep your promises so that your company’s words and actions align. When customers feel valued and respected, they will (in turn) value, respect, and support your brand. Oh, and they won’t be able to keep it to themselves.

Now, let’s look at value-based selling.

This approach focuses on what the product or service can do for the client. Rather than droning on about the marvels of your product, value-based selling emphasizes customer value. Rather than the standard “this product is awesome” pitch, value-based selling focuses on the personal benefits customers will reap.

When considering the services of a recruiting or staffing agency, skip the list of what your firm can offer. Instead, demonstrate the tangible benefits the factory, long-term care facility, or tech firm will realize if they partner with you. More time and energy directed toward day-to-day operations means more human resources to train new hires. It means a shorter time to fill open positions and less wear and tear on your remaining staff. These are tangible benefits.

What’s the goal? It’s to help the client visualize the value their company will gain.

Deciphering consumer behavior—a must for planning advertisements and driving brand growth—will be challenging this year. Expect 2023 to be a collage of opposing forces. Excitement about the waning pandemic will clash with continued economic turbulence. At the same time, marketers predict that consumers will indeed spend in 2023. That’s the good news. But expect consumers to spend their dollars with great thought and deliberation. In fact, the term “picky” may apply. Folks will be searching for value-rich services, products, and experiences. And if something hints of the simpler, pre-pandemic era, all the better.

Consider these behavior pattern predictions as your marketing campaign calendar for 2023 comes together.

  • Consumers will gravitate toward blended experiences.

The “new normal” forced upon consumers will blend with old, familiar in ways that optimize the user experience. In 2023, consumers will blend newly-gained digital fluidity with old-fashioned familiarity.

  • Less will be more.

The consumer’s bent toward fiscal caution will meld with spending impulses. As a result, folks will become highly selective about which brands and experiences they patronize. The goal is to squeeze the maximum value out of each financial investment.

  • Quality will trump quantity.

In 2023, consumers will be on the lookout for products, services, and experiences that deliver the highest value. And they will abandon the products that fall short.

ASJ Partners has earned a solid reputation in the recruiting and staffing industry for the attention to detail required by this vital sector. You can trust your brand to the decades of experience behind our skilled marketing team. Put our brand to work for your brand in 2023. Give us a ring today.