Mar 27 , 2020
HOW CAN WE CONDUCT OUR MARKETING OPERATIONS DURING COVID-19?
IT IS IMPORTANT TO TRY TO SEE OPPORTUNITIES IN CIRCUMSTANCES LIKE THESE
DON’T TAKE AN ADVANTAGE OF PEOPLES FEAR
The best thing a company can do is to calm people down. Don’t take an advantage of people’s fear or use their fear as an opportunity. They will remember that, resulting in bad long-term effects.
Those companies who approach individuals with respect and honesty will gain surpassing trust from their customers over a period of time.
It is your responsibility as a business owner to communicate realistic risks so that your costumers can make an informed decision whether they should visit your store or shop in your online store.
It is extremely important to be informative, people want to know facts regarding how to be careful and how they can do business with you in the safest possible way.
Tell your customers about the new actions you have taken to contribute to safety and prevent infection!
HOW DO I GET REVENUE FOR MY COFFEE HOUSE?
COVID-19 has a lot of impact on restaurants since business takes place in person. It is therefore important to find solutions to maintain your revenue.
- You can start selling gift cards to the public that they can purchase through advertisement on social media, where a part goes to a charity organization helping people who have difficulty accessing food and need help during the COVID-19 situation.
- For example: During these hard times we want to contribute to those in need. We now offer you a 40$ gift card for 30$ where 50% of which goes straight to charity.
- Offer people to buy food and beverages for families in need in co-operation with charity organizations.
- Advertise your restaurant as a “Safe spot”
- Be thorough with all cleaning, sanitation and general tidiness and inform customers about your new sanitation operations.
- During times like these you need to be creative
- You could host a livestream straight from the kitchen, giving insight into your work and make popular dishes, promote recipes or other things you can think of.
USE THE POWER OF SOCIAL MEDIA
Social media is more powerful than ever since most people are in quarantine or isolation at home. People will search for amusement, entertainment and communication through social media.
PREMIUM CLUB/MAILING LIST
It is not ideal to decrease the expenses that goes to marketing operations, but it can be difficult to increase the expenses when the income is reducing.
It is of great importance to have a Premium Club during times like these. It’s always beneficial to have a list of loyal customers where you can announce changes and deliver news easily.
It is never too late to start building your mailing list. If you don’t have one already we recommend launching a promotion advertisement that is connected to an automatic mailing list campaign.
If you already have a mailing list but feel like your e-mails aren’t getting a good response or not making progress, that may be caused by the fact that your list has gotten cold. In that case it would be wise to update it, enlarge it and maintain it. Following that you might consider changing the material in your e-mail in some way, making it more interesting.
Click this link and start building your mailing list today with help from experts.
Most individuals wont rush outside for unnecessary reasons. Therefore, this is a great opportunity to host a livestream to present news and get closer to your costumers. Be creative and consider what would interest your customers.
PUSH VS PULL MARKETING
These times will be especially difficult for those companies that only use push marketing without value.
If you improve the worth and value of your marketing material the costumer will be pleased. If you don’t there are great odds the material becomes irritating.
Worth can be defined as a positive experience from an advertisement, information on how to use the product, emotional connection to the marketing material etc.
The difference between push- and pull marketing mostly lies in how we approach customers.
The ideology behind push marketing is to force products upon consumers. An example for push marketing is a sales screen in a grocery store or a shelf loaded with merchandise on sale with great discounts.
On the other hand, the ideology behind pull marketing is for customers to demand and pursue the product rather than forcing it upon them.
You can often distinguish pull marketing campaigns by how extensive the campaign is. Pull marketing campaigns are often larger and more widespread because it requires more effort and creativity for the brand to become a household name.
The long-term-goal is to become a well-known brand, a household name.
Push Marketing example:
In department stores or supermarkets that sell perfumes and colognes, manufacturers often promote and offer their products with a discount to get individuals to try scents from their brand. This method can be extremely useful for new brands that aren’t well known or for new scents within a specific brand that need a promotion and introduction.
After all, the first encounter for many consumers is the smell of the scent they found in the store. They perhaps didn´t even know the brand at first but because the smell was so good they were pursued into buying it.
Push marketing - mailing list example:
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Pull marketing example:
Let’s take children toys for an example. You are launching a new toy. First step would be to advertise it. Parents and children would notice the toy and hopefully buy it. When the demand increases retailers and stores start wanting and demanding your product and as a result it becomes well known by the public.
This is an example of a successful pull marketing campaign.
This blog is also an example of a pull marketing material.
Pull marketing - mailing list example:
Many big and small companies don’t have a marketing plan when it comes to marketing their company or brand. Progress is always more likely when you have a marketing plan!
Not sure where to start?
We at Key of Marketing made an 8-step marketing plan guide to get the process started and to simplify for you how to make an effective marketing plan that will be successful!
Click here to observe our 8-step guide.
When circumstances are normal it is important to find a good balance between push- and pull marketing but during these difficult times people often seek safety and loyalty. That is actually the main foundation of pull marketing.
IS YOU WEBSITE USER-FRIENDLY?
Your website has to be user-friendly.
You can have the best looking website in the world but if it doesn’t encourage people to read, look around and stop to check out your material it is of little importance.
There is a reason why Google Analytics tells you the average time a user spends on your site. That information is very valuable and tells you how interested your site visitors are.
If the average time users spend on your website is 90 seconds where it should take approximately 10 minutes to read, it’s very likely that the website isn´t interesting enough.
If the site visitors haven’t visited any sub-pages on your website there are great odds that they went back to Google and found a more exiting website.
A truly good website changes visitors into costumers.
The main goal of your website isn’t to attract guests to just visit, but too become costumers.
If your website doesn’t encourage people to do business with you than it isn’t good enough. Of course, not all visitors become customers on the first visit.
Therefore your website has to offer many business opportunities.
Those opportunities should be variable, some should maybe be encouraging for sale while other are gathering information about the visitor.
Here are four key things that are good to have in mind:
- Sign up forms that encourage individuals to sign up on your mailing list is a necessity.
When they register their e-mail, they are showing interest in your products or service and are longing for more information and are therefore in the group of propable costumers.
This particular group has entered your marketing funnel and it is your job to take good care of this particular group, stay in contact with them and encourage them to do business with you.
In fact there should be a sign up form on all of the sub-pages on your website.
- Strong messages that encourage purchase are vital on a good website. We recommend having more than just one message to encourage purchase.
We furthermore highly recommend having more than one sign up form. Have it on the front page, every blog, sub-pages and a pop-up that opens if people are leaving the website.
On the front page and other sub-pages you have to lead the guests to product pages. The product page is the page where people decide whether they are going to purchase the product or not so don’t leave any questions unanswered there. Have a good description of the product there and information about it. On a product page the “add to chart” button has to be very noticeable.
- The website has to be user-friendly and have a comfortable user interface. The costumer has to be able to browse easily on your site without getting confused. Tools like hotjar.com can be used to see your customers behavior on your website and you can take appropriate actions if your customers tend to get lost.
“If you confuse them, you lose them”
The Shopify web page systems is great to design a good looking website rather easily and it has a good user interface for both employers and customers.
Since Key of Marketing is a Shopify Partner we can offer our customers a 90-day free trial over this COVID-19 times of the system if the registration goes through this link.
- A simple buying procedure increases the conversion rate of the website.
If the buying procedure is slow, untrustworthy or unprofessional its more likely that people change their minds during the final steps and cancel their purchase. We want to prevent that and can do that by having a more efficient buying procedure.
Although there are always going to be users that cancel their purchase during the final steps, they will have given us information about themselves that we can gather and use. For instance, you can send them an email the day after to pursue them into finish their purchase. At the same time this costumer has entered our marketing funnel and will hopefully finish his purchase sooner or later. You can associate with systems like Mailchimp to keep track of those who sign up on our lists or fall into our marketing funnel.
A CHECKLIST FOR MARKETING OPERATIONS DURING COVID-19
- Go digital
- Build trust
- Think about solutions
- Use social media
- Activate your mailing list
- Pull marketing
- Make sure your website is user-friendly
Move sales, meetings and all possible business activity online!