Marketing in our Changed Environment
About the Author:
Pip Jarvis
Director at Pip Ink
Pip is a publicist, content strategist and writer based in Australia. A regular contributor to the MYOB blog, her work has been published in various print and online publications.
‘…this virus, too, shall pass. At some point, consumers will return to the streets, the cafés and the various other activities that they have been denied during the dark days ahead.’
wrote Mark Ritson for Marketing Week, as we went into lockdown.
In Lockdown level 2, we look to the future and there are new challenges ahead. In short, the COVID-19 crisis has created a new world – one that calls for a new plan.
‘Keep the brand light burning, because the cost of snuffing it out for the rest of 2020 and then trying to reignite it next year is gigantic... ’ continued Ritson in the same article.
Marketing, now more than ever, can be a force for good – it’s a critical part of keeping people in jobs and communities in good spirit.
Why you need to keep marketing
When economies look bleak and the future of your organisation feels uncertain, marketing is nearly always the first budget to be severely cut. It feels like a nice-to-have, not mission-critical. But, according to Forbes, many studies show that maintaining your marketing presence during economic crises puts your brand in an excellent position when things improve.
Marketing educator, blogger and podcaster, Emily Osmond agrees that abandoning marketing isn’t always a good decision, and it can negatively impact your business’s bottom line.
Invest in your existing customers
Businesses that stay connected with their customers emerge out the other side with customers. Brands that go silent have to start again from scratch to win back customers who have been drawn elsewhere.
It can cost five times more to gain new clients than to retain existing ones. According to one study, increasing customer retention by just five percent will increase profits from between 25 percent and 95 percent, at a fraction of the cost of winning new business.
But how does a business retain customers under the dual pressures of social distancing and economic stress?
“Prioritise marketing or campaigns that help actually stimulate repeat purchases or that up-sell or cross- sell across your business and focus on ways to support your existing customers,” said Osmond.
She remarked that keeping the light on with marketing can help, and advised a shift in efforts to focus on meeting changing needs. During lockdown, for example, communicate how you’ll be operating and any adjustments you’ll be making, such as social distancing measures, opening hours and takeaway offerings.
Respond to your audience’s new reality and add real value
Complete silence or communications made before the crisis will seem odd or completely tone-deaf in the new climate. Pull them now and don’t be afraid to comment on this new reality instead.
42 percent of survey respondents in a new study from Ace Metrix said, ‘any mention of COVID-19 is OK’, and 44 percent said it ‘depends on the message and/or brand.’ That leaves just 10 percent who don’t want to hear about it.
That’s being reflected in the behaviour already seen by the world’s biggest advertisers. Ford replaced its campaign, ‘Rush into your car dealership for ...’ with new messaging about a newly launched deferred payment programme for their credit customers.
Make sure you include commitments of support and share tangible ways you’re helping: What discounts, if you can, or concessions you can offer those that need it.
Pay attention to your messaging
During a normal recession, it’s often a good idea to focus on marketing that will bring in the cash – short-term promotions and discounts. But this is a new kind of crisis. People are scared, not just about money, but about their health and overseas loved ones as well as their future and way of life in general. Shouty promos won’t work.
According to Osmond and Eugene Went, director of Merge Digital Marketing, your messaging during a crisis such as the COVID-19 pandemic needs very careful consideration.
“Clarity of message is important, along with empathy,” said Osmond.
She stressed the importance of checking the messaging in any ads or marketing you have running or scheduled. “Is there anything that could be misinterpreted or insensitive?” she asked.
Smart marketing should acknowledge the context of the situation faced by your audiences, Went said. “Many people are spending increased amounts of time at home with new restrictions on workplaces, schools and recreational activities.
These audiences need content that is stimulating, engaging and inspiring. It’s also important to remember that with a large percentage of people out of work or unemployed, these audiences will be price conscious and may respond well to content that provides value.”
Obviously, all messaging and images should represent safe social distancing guidelines, added Went.
In the above-mentioned survey, Ace Metrix found that messages of support need to be backed by “actual action, not just words”.
Show customers you care
Marketing during COVID-19 should be positive and show your business’s human side. “Let your audience know you understand what they might be going through,” said Osmond. “This isn’t the time to make your marketing about your business: keep it focussed on your customers.”
According to Went, spreading false information to drive sales or capitalise on your audience’s vulnerabilities is a definite don’t. And it might be time to scrap that “Mega COVID Sale” you’ve been planning, with Osmond cautioning against campaigns that play on the virus’s name.
Stay in the know
Get regular business news and tips in your inbox to help keep your business running.
Look to online marketing solutions
“Online marketing [is]… such a quick and powerful way to get in front of our audience and connect,” said Osmond.
Then for savvy marketers, increased consumption of digital media during lockdown and reduced competition present a rare opportunity to engage with existing audiences and generate new customers.
“Consumption of digital media has increased since users are spending more time at home,” said Went.
Additionally, “Google search trends indicate audiences are spending more time researching products and services online.” With many brands switching off their marketing campaigns to save costs, competition in many industries is lower, he added.
This has led to a significant reduction in the cost of advertising through online channels such as Facebook and Google.
View criticism as an opportunity to improve
What if you do miss the mark in your marketing? View any (constructive) criticism as a chance to do better.
“Critique from our audience can provide us with valuable feedback and an opportunity to improve our business or the way we communicate,” said Osmond.
“Acknowledge the issue that has been raised,” said Went. “Demonstrate how you’re going to resolve the issue and offer the opportunity for further discussion through private channels of communication, like Messenger, email or phone.”
Director
Pip Ink
+61 405 043 147
Adapted from articles that first appeared on The Pulse by Pip Jarvis and MYOB www.myob.com/au/blog
Related Articles
Much of what you watch, listen to or buy comes from recommendations made by Al algorithms. More and more, algorithms are helping us to make both subtle and important life altering decisions. So, what does this mean for marketers?