Nowadays, “LESS IS MORE” can be an effective motto that marketers should take into account.

The architect Ludwig Mies van der Rohe adopted this motto to describe his particular way of designing buildings and objects. The purpose was to highlight the beauty of simplicity over the exaggerations and the excess of the previous art movements.

Likewise, companies can benefit from a reduction in the dimensions of their offers. The starting point for such a revolution has to be a good understanding of the world’s economic conditions. The economic downturn has radically changed the spending patterns of people all around the world. Above all, the number of people that show the possibility to follow a free spending pattern has decreased. Every consumer is more careful in the product evaluation before purchases. Here comes the time to eliminate excesses!

According to one of Rohit Bhargava’s posts, the VALUE is what consumers are really looking for. Stressing and underlining the value offered is the only way to attract and create loyal consumers. The excess is not consistent with the real needs of the contemporary era. What’s more, the huge sizes, that even often sacrifice the quality, are no more appreciated. Thus, it is better to invest on quality research rather than wasting money augmenting sizes. A cut in the quantity of portions and a reduction in the broadness of the product line can help in decreasing costs. Indeed, carrying few different products should help firms to offer only those that customers really like. Consequently, marketers have the fundamental task to persuade the public about the real value of the offers. Then, marketers’ researches and surveys have now to be even deeper, in order to figure out the intimate desires and needs of buyers.

Furthermore, the advantages won’t be only on the economic side. Indeed, this approach would help in eliminating wastes, resulting in a more environmental friendly link to the nature.

In conclusion, once again, the key is to help consumer to understand these policies through meaningful campaigns! So, explain, explain and explain again!