In the financial markets … businesses … life!
Store shelves are empty. Schools are closed. Vegas is like a ghost town. Weddings are being cancelled. Restaurants are quiet. Conferences and concerts cancelled.
Fear is the most dangerous threat we face from COVID-19 … and it is now rampant and widespread.
So, your marketing must change instantly.
From our experience surviving past crises and recessions, we know a few steps you must take immediately …
#1. Adjust your marketing based on the news.
All your prospects and clients are aware of these hot topics. All of them are being impacted in the worst economic downturn we’ve ever seen.
While there’s hope that it’s going to bounce back quickly, the trauma will linger, and it will impact your marketing message today … and tomorrow.
All of this impacts your response rate.
So adjust your marketing accordingly. But, DO NOT cross the ethical line into fear mongering and profiteering.
#2. Address the fear and paralysis.
In past times of economic turmoil, businesses and consumers have reacted first with fear and then paralysis … then caution … then action.
If the cures come, if the numbers of infection decline, if the deaths aren’t as numerous as feared, you’re going to see a major bounce back of what many call the “V-Curve.” That is, there was a huge downward trend. And then there will be a huge upward trend.
As a marketer, you do NOT want to miss that upward trend. Until then, you need to know how to market prudently.
Being late when the V-Curve turns up will allow your competition to move ahead of you … and it will slow your recovery from the crisis down.
#3. Rely more heavily on an integrated, multi-channel approach.
People are distracted during times of chaos. They are less likely to pay attention to a single message on a single platform. Instead, you can penetrate the fog by touching them frequently from many different angles.
An integrated, multichannel approach is sending targeted messages to the same names across all of the channels available: Physical mail, email, Facebook, Google, video, search engines, native ads, display ads, Amazon, LinkedIn … you name it.
You are reinforcing your message to your prospect as they move about their daily lives, online and offline.
We are adjusting all of our clients campaigns – digital, landing pages, direct mail, TV, everything – so that we’re keeping with reality in our advertising.
#4. Don’t decrease your marketing.
In fact, consider increasing your marketing efforts. If you slack off during the rough times, you’re giving a competitor the opportunity to become market dominant.
In fact, if you continue your marketing throughout the disruption, you’ll most likely be the one to emerge as the dominant player when normalcy returns to the world.
#5. Become a champion for your community.
During hard times, people want to feel connected. If they see you taking your social responsibility seriously, it will boost their relationship with you, and increase the likelihood of doing business (or more business) with you in the future.
Also, if you rally your prospects around a cause, you build that sense of comradery and community. All of which will benefit you and your prospects when the dust settles.
#6. Take time to commiserate with your customers and alleviate their fears where you can.
Don’t ignore the elephant in the room. Embrace it. Be open and honest with your existing customers. Support them in any way you can. They will repay you with even greater loyalty later.
These are just a few of the things we’ve learned, but there are many more that I have written about in my latest book, The New Multichannel Integrated Marketing: 29 Trends for Creating a Multichannel, Integrated Campaign to Boost Your Profits Now.
I urge you to get a copy now because multichannel integrated marketing really is the best way to reach new prospects and help your existing ones as the COVID-19 pandemic runs its course.
That’s why, when your copy arrives, I suggest you pay particular attention to these critical points …
- How to become a dominant player in your industry/sector using custom list targeting (page 19).
- How to supercharge your marketing with look-alike audiences (page 25).
- New strategies and tactics to make Facebook advertising easier and more effective (page 33).
- The best way to retarget for dramatically higher response (page 57).
- 9 powerful insights and strategies for one transformational marketing platform (page 73).
These are trying times. They may even get harder. Keep forging forward so that when the clouds part, you’ll be leading the pack.
If you have any questions, or would like us to help you with marketing strategy during this crisis, please call us at 310.212.5727.
Don’t forget …
To get a discounted AND autographed copy of The New Multichannel Integrated Marketing, you can …
Call me on 310.212.5727.
Email me at firstname.lastname@example.org.
Mail a check for $27.95 to 21171 S. Western Ave., Suite 2642, Torrance CA 90501.
Or go online now.
Another way to get just a regular copy of the book is on Amazon. However, considering Amazon is only shipping essential items right now, consider grabbing your discounted and autographed copy directly from me.