Many partners have asked how they can continue their marketing strategy during a crisis. We have put together some thoughts.
Audience
The first thing to consider is your audience. How have your customers and your prospects been affected by the current crisis? Has their behaviour changed? Do you need to adjust your strategy and messaging? The last thing you want to be is unsympathetic or worse still, opportunistic. Now is a good time to consider your actions and how this may affect your brand today and after the crisis has ended.
Campaign Planning
Review your messages and the timing of their delivery. Is it still appropriate in the current climate? The key to good marketing is getting the right message to the right people at the right time. If your customers are working out how to implement new government guidelines or have been forced to close, now may not be the right time to get their attention. If you haven’t checked your copy, you may cause lasting damage to your brand name.
Reviewing Spend
In a deteriorating economic situation, non-essential spend is often put on hold. In some sectors however, additional investment is required to fund campaigns to promote new online services.
Communication
Now is the time to keep in touch with your customers to let them know how you can support them and the wider community. Companies who can adapt to the new environment and help to meet demand without being opportunistic, are most likely to thrive post crisis.
We are lucky to work in an industry that operates on a high percentage of recurring revenue. By working together, we have the technology to help the NHS and healthcare sectors with the technology they need and all businesses with the ability to work from home.
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