Marketers offer relief to consumers hit by job loss

— -- The recession has given the marketing world a twist: ads that boast about helping the newly unemployed.

Some of the nation's savviest marketers also have figured out that the best way to get folks who fear job loss to spend money is to promise them a rebate, refund or special deal if they are laid off shortly after the purchase.

"Altruism marketing is a powerful way to say, 'We care,' " says Michael Silverstein, senior vice president at Boston Consulting Group. "I expect to see a lot more of it over the next 90 days."

Walgreens is just the latest retailer to offer special deals to the jobless. The national unemployment rate hit 8.1% in February.

Who's doing it now:

•Health care. The Walgreens plan is offered at its 342 Take Care Clinics located inside a limited number of Walgreens stores. The service is available to the unemployed and their dependents who are uninsured and had used the service prior to their job loss. (Details: takecarerecoveryplan.com.)

Besides helping the jobless and their families, the move also will build "greater awareness" of the rapidly expanding health clinic chain, Rosenbluth says.

•Cars. Under Hyundai Assurance Plus, the carmaker will make up to three car payments for new Hyundai buyers who lose their jobs, and let them give the car back without penalty if they still haven't found work. Hyundai's Internet traffic is up 22% this year, says Joel Ewanick, marketing chief.