The simplest ideas are often the best ones. And three recent surveys from Gallup, Yankelovich and BIG Research prove why one of the oldest selling tools in the book is making a major comeback.

The three surveys, each conducted during the past six months, reinforce the idea that consumers are more determined than they have been in years to buy American – and that may be a major opportunity for new marketing and/or advertising campaigns.

Among the studies’ most important findings:

• More than 80% of respondents in the Yankelovich poll said buying American products is important to them (and 37% admitted they’d even be willing to pay a little more for such goods)
• Almost 40% of auto consumers surveyed by Gallup claimed they’d “only” consider buying cars from an American company, and
• While nearly 60% of respondents in the BIG Research study said they always make a conscious effort to buy American, 65% felt it was harder than ever to find reliable American companies to do business with, due to all the bailouts, bankruptcy and other problems associated with the recession.

Perhaps that final bit of info is the most relevant - nearly two-thirds of consumers feel a personal responsibility to buy American, but the biggest challenge they face is finding stable companies to do business with.

That’s a tremendous edge for companies that can refocus their marketing collateral, advertising and sales presentations to play up the “Made in the U.S.A.” mantra. It’ll draw prospects to your business, and boost loyalty by reminding them that doing business with your company isn’t only a sound investment, it’s a small way they can contribute to getting the American economy back on its feet.

Source: “It’s Getting More Difficult to Buy American” by Mark Dolliver, Sales and Marketing Management Magazine, 7/8/09.