As we continue to adjust to work and life, marketers and business leaders are scrambling to adjust their communication with their audiences. Some are trying to figure out how to connect when their businesses are closed. And since many consumers have honed their “radar” with regard to marketing messages, some brands are questioning whether it’s appropriate to advertise at all. But here’s the thing: It’s never been more important to be out there. In fact, for many companies, a simple, genuine connection with customers and followers could mean the difference between success and failure. Here’s what that can look like for your brand.
Acknowledge the current situation — definitely don’t ignore or downplay it — and then quickly get on with your message.
Consider giving your audience a virtual escape through interesting or uplifting content. Actor John Krasinski, for instance, has launched “SomeGoodNews” on YouTube to highlight human interest stories.
Online events are the next best thing to being there. Invite guest speakers to live stream their presentations.
Email marketing is still a cost-effective channel — but don’t over-do it. Consider shifting away from sales promotions and instead offering something your audience needs right now.
Remember direct mail? With daily trips to the mailbox becoming a thing again, there’s never been a better time to try print — or a more captive audience to read it.
It may be tempting to slash prices to move product or secure business, but take care to avoid setting an unrealistic precedent. Instead, consider offering flexible payment terms or donating proceeds to charity.
Get creative with reduced budgets — or simply trim some fat from your marketing plan. But whatever you do, keep putting yourself out there.
Now’s a great time to learn more about your audience — their pain points, interests, and habits. With some new insights, you can focus on providing the right solutions to their specific problems. And then you can choose the best channels to deliver the messages they need to hear.
Step up your thought leadership to establish your brand as a trusted resource. Share articles, publish advice, and work on solving problems for your audiences.
Think long-term about your marketing and branding efforts. Some strategic thinking will help you maximize your spending today — and also help set your company up for success down the road. Eventually, when things begin to settle, you’ll be ahead of those who don’t plan or act now.
Simplify. Focus. Tell the truth. Offer to help. And just keep going. Your brand can weather this storm and emerge even stronger afterward. Focus your strategy. Dial in your message. Make the most of available channels. And please let us know how MasonBaronet can be of service.