Marketing Triage

Getting strategically prepared for a new reality.

Co-authored by Joan Mansbach and John Simoudis.

Even now when the world is in a state of flux, we can’t stop thinking about marketing opportunities for brands to move forward. Although businesses today are in a period of uncertainty, you still have a good number of viable tools at your disposal to make marketing communications more effective. And this is the time to be in action so that you can be heard, reconnect and make a positive impact.

By refocusing your efforts you can prepare for and challenge this new norm in a way that can work for you. The rules of the market have changed and it is with a renewed vision that businesses will regain or, perhaps, even improve their footing.

Five Actionable Marketing Steps to Help you Move Forward

1. Communicate with your Audience — Stay present by reaching out to your customers, mirroring their concerns, sharing inspirational messaging. They have the same concerns you have. Think high-touch; a personal approach that gives them a first-hand sense of who you are and what you are committed to. A simple letter that asks how they are doing and reassures them that you are here to stay and continue to service them. This is a great opportunity to show the human side of your company. Perhaps, share a story from your team members. Remind your customers we’re all in this together and their challenges are your challenges.

2. Think out of the box/share your new vision — Think macro; widen your scope, visualize what new ways of doing business can look like in a new time frame, even months ahead. Acknowledge the challenges and possible solutions. Successful business leaders always think about what consumer needs should be addressed next. Here are some ideas:

• Create an e-blast series that serves rather than sells. Share a real story. Being authentic in what you share generates confidence and builds trust. Recently, one of our clients launched a new campaign with the hashtag #backtobasics. While the competition was busy promoting older projects that appeared to be “tone-deaf”, we simplified the client’s content to be more respectful of the times and emerging trends.

You may also want to consider sending a newsletter update, like this one from Warby Parker:

• We know that in the new reality of a post-pandemic market, all advertising created before this health crisis will feel outdated. In the short term, a sensitive approach to your customer’s new concerns can trigger opportunities as people browse social media, blogs, etc. Through a digital ad campaign, you can utilize several key messages and support themes that mirror the new reality and reinforce those messages.

American Express, the first among credit card companies, reached out to clients via personalized emails. In friendly, engaging language, Amex encouraged people to contact the company to discuss payment options.

Google just introduced an initiative for free Google advertising for small businesses until the end of 2020. This is the time to think about incorporating digital ads into your marketing mix; especially, now that they’re free! Remember to update your ads throughout the year.

3. Revisit your company/brand messaging — Ask yourself if your brand’s messaging is still relevant for the times. We believe approaching messaging with a focus on authenticity shows intention and understanding of the brand’s customer’s needs.

For example, during this crisis, the first companies that created campaigns with relevant messages were automobile manufacturers. Their new ads promoted a deferred payment schedule for new car owners reflecting the new financial reality and their desire to make life easier for their customers.

4. Update your web site to ensure your brand image and brand voice still connects with your customer base. If you have an eCommerce store, do you need to revamp your product offerings and pricing? If your budget allows, take the opportunity to refresh your site, and work with your web developer by making him/her an integral partner in the future of your business.

Consider including the following information on your site:

1. Which locations are currently open or closed
2. Updated store hours
3. Any new products and services you offer
4. A detailed explanation of your sanitary practices, if applicable.
5. The best methods for your clients to reach you

5. Reward loyalty — If it is appropriate, now is the time to consider developing a reward program or opportunity. Can you visualize how you would reward your loyal customers in the new marketplace?

We continue to be inspired by the way individuals have mobilized to address the needs of their communities. As these needs continue to come to light we, as businesses, should consider how we can also do our part to provide assistance. As this trend continues into the foreseeable future, there is ample opportunity to utilize it as part of your marketing toolbox.

Leading through the 2020–2021 Business Landscape

Coping with change is constant in our modern world. Being a responsible leader has its own new, deeper meaning as your staff and customers find themselves on an unfamiliar path.

The PAUSE in business and in our lives does not have to be a standstill. And, self-isolate doesn’t mean you can’t reach out to your inner circle. Ask your employees how they see moving forward as a team. Virtual meetings can spark great ideas along with much-needed camaraderie. This is the time to use technology to help rebuild in new ways and disseminate information effectively. Encourage regular check-ins with your people so they don’t feel adrift during this challenge. Listen to their concerns.

Feel free to share with us your own successes and ideas as to how you are making the best out of this period. Most of all, stay healthy and stay safe.