MARKETING IN A STORMY SITUATION

THE CURRENT GLOBAL health situation has affected us all. Everyone – from consumers to businesses big and small – is living through one of the most trying times in history. It’s having an unmistakable impact on consumer behavior. You, as a business owner, are struggling to figure out how to communicate with people in new ways in a shifting world.

First, you must consider your brand for not only how it is perceived today, but also how it will be perceived after the current situation is resolved. How did your business react amid COVID-19?

And, that marketing plan you developed months ago? Odds are, it no longer fits the current reality we’re living in. It’s critical that one is agile and flexible with marketing, adapting to meet the needs of these ever-changing dynamics.

For smart companies, this can truly be a time to excel. In times of turmoil, companies that adapt with flexible, dynamic, positive marketing strategies are the ones that will succeed.

Communication is Key

Your internal communication will set the tone for how your team interacts with your customers. Be honest, transparent and take care of your employees – and they, in turn, will step up for you.

Clear communication with your customers is equally, if not more, important. Gordon Borrell, of Borrell & Associates, stated in a recent webinar, ”In Marketing, it’s critical to communicate openly with your customers about the status of your operations, what protective measures you’ve implemented, and how they (as customers) will be protected when they visit your business. Promotions may also help incentivize customers who may be reluctant to patronize your business.”

Your written communications, as in your marketing materials, press releases, or social media posts, need to remain positive and solutionfocused. Your written marketing communication should be strategic, certainly more subtle, and perhaps include some longterm point of view ensuring a positive future.

Your customers need to hear from you so they know that you care. It is that simple.

Marketing Efforts Cannot Be “Business as Usual”

Right now, people are spending more time online than ever before – and it’s time to reach out to them.

Businesses that put an effective, flexible digital strategy in play now will strengthen their brand, highlight community responsibility and responsiveness, and fortify customer expectations.

The goal right now is to get your message out and tell your customers that you are open, ready to do business, and eager to hear from them.

If circumstances forced you to temporarily close, you still need to let your customers know that you have been active, you have something great in store for them, and you will be excited to see them again.

So what can businesses do right now?

Sun Digital Media offers a variety of innovative ways to reach your current and potential customers in a cost-effective way, from social media strategies to online and print advertising.

Here are some ideas to get you started:

1. Review Your Current Marketing Plan – Your ad campaigns, email newsletter, blog articles, and scheduled social media posts all might need to be revised right now. Make sure your plan is flexible. You may have to reallocate some resources but keep your marketing as strong as possible. Work on adapting your marketing and communications content to the new paradigm. Consider your promotions strategy to attract new business both now and in the future.

2. Adapt to the New Customer Behaviors – After the dust has settled, there will be a completely new view of working from home, internet classes, web-based conference calls, work-life balance, etc. A digital transformation that was once futuristic is now knocking at your front door. Learn from what you are hearing from your industry and from your fellow business owners in the community.

3. Review Your Business Model – There will be a “new normal” and you will have to figure out the best way to navigate your business through it. Take stock of your customer acquisition processes, the products you carry, pricing, sales channels, and even product development. Review your sales cycle, inventory processes and distribution channels. Without a doubt, many things in your business plan need to be revised or omitted.

When the new normal reveals itself after this crisis passes, marketing will be critical to deliver measurable results as quickly as possible.

Be bold, be strong and be committed.

If you would like more information about marketing in the digital age or the services available through Sun Media, such as personalized social media marketing, give me a call at (928) 539-6825 or send me an email at bregenhardt@yumasun.com.