Source: Forbes, Four Tips For Revising Your Digital Marketing Strategy During A Crisis
Scott Hirsch, CEO of Media Direct, is an internet marketing pioneer widely recognized as an expert in e-commerce and the online marketplace authored this recent article for Forbes.
Keeping to your pre-Covid digital marketing strategy can be challenging during these times, but this article can provide you with some good navigation tips.
Here are my takeaways from this article –
- Stay the course. You might need to revise your plan but don’t pause or stop it. Always focus on customer acquisition and retention.
- Revise your messaging. Ensure all of the content you’re sharing is authentic and sensitive to what your audience is going through, and provide your audience with all of the information they need to continue interacting with your business.
- Provide useful news. There’s no shortage of bad news these days and we are bombarded with it daily. Be sure to share good news, especially if it concerns a member of your team.
- Stay focused on the future. I like the quote Scott added here from The Dark Knight where character Harvey Dent said, “The night is darkest just before dawn, and I promise you the dawn is coming.” A new day will come so don’t stop working toward your organization’s future goals. It’s the best thing you can do for the organization.
While concerts and conferences may not happen for awhile how will movie theaters, bars/restaurants, and bowling centers get patrons back in the doors?
While normal commerce is in something resembling suspended animation at this time the business world will (hopefully) return at some point in the not too distant future. What it will be like is anyone’s guess although it is fair to say that it will be a new normal for an undetermined period of time. How businesses respond to the new environment will determine how quickly they can return to profitability.
When we all get back to our lives there will still be a desire to practice some modified form of social distancing, a new way of life we never knew existed until a month ago but will stay with us for some time. Airlines – eager to get people back up in the air – may start removing the middle seat to create some space as well as lower the capacity. Movie theaters may remove every other seat to create space; the back support can stay in place for the day when the seats can be replaced. And restaurants can remove half the tables so patrons are further apart, and perhaps build more booths as that creates more separation between parties.
I certainly want to get back to visiting restaurants, movie theaters, and travelling again. But given my family history I am very concerned about how the bowling industry will come back. There aren’t as many centers left as the business landscape has changed dramatically since the glory days of the 1960’s. A colleague of mine recently sent me a list of centers dated 1963 in my old stomping grounds, Nassau County in New York. Back then there were 48 centers in the county; today there are just 10.
Being in business and marketing all these years I have not been blind to the many changes to the game as full-service entertainment is what the current market is looking for, leading to the creation of such establishments as Pinstripes, Lucky Strike, Splitsville, and Main Event. But as we come out of this pandemic both these new venues as well as traditional centers will be dealing with the same challenge – how to bring people back in while adhering to some form of desired social distancing. In the initial stages both leagues and open play may need to operate differently, perhaps with an open pair between each set of league teams and an open lane next to each open play group. Professional tournaments may have to follow the same format for some time as well.
Those are just the initial thoughts that I’ve had and I’ll probably think of more over time. But I welcome more ideas from all the business and marketing talent out there as I want to do all that I can to help the game that has meant so much to my family since the 1920’s when my grandfather first gained national attention. Please post your comments/feedback here or contact me directly at firstname.lastname@example.org.
Andy Varipapa II
Websites: www.andyvaripapa.com, www.4647consultinggroup.com.
Reference source: AdAge, How to strengthen your digital marketing strategy during uncertain times – April 14, 2020
Marketing – like everything else these days – has certainly been turned on its head thanks to Covid-19. Staying connected to your customer base so that you’re ready to re-engage when we come out of this is more important than ever.
There are many current articles providing some strategies to follow and here is a link to one of them from AdAge. How to strengthen your digital marketing strategy during uncertain times
Here are three of my takeaways from this article –
- Share content that connects with your audience and encourages two-way communication
- Experiment with new brand strategies and new content
- Consider new options for pre-purchase engagement with photo or video content, including uploaded content from customers – perhaps in a contest – to broaden the conversation
In the article you will also find links to related content including one from Gartner Group on “Do’s and Don’ts of COVID-Related Communications With Your Customers”.
Happy reading, and look forward to your comments.
The best laid plans for a new post can go awry in a nanosecond with no warning. The unexpected appearance of the Covid-19 virus and its complete upending of the of the business world has forced me to do a 180 turn on my focus.
While we will get back to normal business at some point – whatever that new normal will be – for now the focus will be on how business and marketing efforts respond to the upheaval caused by this worldwide virus.
As I am currently in isolation along with many of you I will try to post items of interest a few times per week or even more frequently as the market dictates.
Your comments, recommendations and input are welcome at any time. The site contents will always be changing but for now you can find relevant articles and links to marketing sites as well as links to my favorite brands and past campaigns.
Again, welcome and I look forward to hearing from you!
Andy Varipapa II