Marketing During A Worldwide Pandemic — A Big Mistake, Or Essential For Business Survival?
When it comes to your business, the beginning of each new year is a time for reflection. What did we do right? What did we do wrong? How can we do better in the coming year? Most of us made it through the fiery pits of hell we call 2020, but the pandemic still rages on. So, how do we get back to business as usual when the ground continues to move beneath our feet?
The Journey of 1,000 miles begins with a single step.
Around the 4th Century BC, Chinese Philosopher Leo-Tzu wrote this ancient proverb which is still true today. The way back to “business as usual,” or something that resembles it, starts by putting one foot in front of the other. Unfortunately, when there is a decline in the economy, many companies come to a grinding halt. They cut spending and try to ride the storm out. In reality, they put their businesses in jeopardy by cutting all of their public exposure.
During downtimes in the economy, I’ve always heard people say, “marketing is the first thing businesses cut.” It sure seems like a logical thing to do, right? But the problem with a drastic decision like that is that it puts your business in the back of consumer’s minds, while your competitors gain the market share you once had. Once that happens your brand’s visibility is hard to regain and much more expensive to rebuild.
Continue marketing but take a different approach.
Since many businesses are truly suffering, they can’t just market as usual, so they need to pair their efforts down to the essentials and focus on the marketing areas that will have the most impact. This is an opportunity to be creative and reach consumers in a more meaningful way. Example: Try focusing on customers you already have and think about ways to reconnect with them. Something as simple as a personal letter, that is low cost and easy to do, is a way to “market” without it seeming like marketing.
To streamline your efforts and lower your costs, you can also:
Concentrate your efforts online.
Invest in Facebook ads (Very affordable and highly targeted)
Run exclusive offers and deals (Remember, Covid has hit consumers hard)
Change how you communicate (Don’t forget, many people are still working from home)
Pick a few media outlets and consolidate your efforts (Focus your efforts on where your target audience lives and breathes)
The big takeaway is to keep moving forward. Put one foot in front of the other and keep moving – you’ll be glad you did!
Tom Lewis, Partner | Creative Director
With over 20 plus years of award-winning advertising and design experience, Tom has spent much of his career working with a variety of companies throughout the southeast. His client list has included: UNC Lenoir Health Care, Hutchens Law Firm, Equifax, Georgia Pacific, Primerica Financial Services, Weyerhaeuser, The Atlanta Hawks, Randstad Staffing, Craven County Tourism, America Knits, Guardian Repellent, and The Shizzle Jerk Marinade.