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Jump Start Your Marketing Now — So You’re Prepared for the Future

Posted by David Quigley on June 12, 2020

We can all agree that coronavirus will leave behind a series of long-term consequences for marketers. And even though it’s taking about all you have to just “get through” it and put out the dilemma du jour, it is equally important to plan for the future. As tough as this is, you need to be prepared for what’s to come.

To that end, here are 5 ideas to guide you through the fog and into the future.

1. Try to locate leads and/or customers now

Put some time and effort into generating leads now. This will help ensure that you have a steady stream of customers when things finally settle down.

Plus, those new customers will have increased confidence with your business. If you are out there looking for clients when most other companies are focused on simply getting by, you’re showing your new customers that you’re in control of the situation.

2. Make sure your solutions fit the situation

All around the country, people are being told to stay home. This presents some serious challenges for businesses. For example, if you follow the B2C model and rely on in-person or in-store transactions with clients, you know the pain is real.

Now’s the time to think of new and different ways to deliver your service or products. A clever example is how restaurants and cafes are now operating home-delivery or offering free delivery, discounts, curbside pickup, weekly or monthly subscription-style deals and other ways to keep a step ahead of the crisis – and the competition.

3. Come up with solutions that keep coronavirus top of mind

Think about how your product or service could be used during the coronavirus crisis. Can you change or adapt your marketing to show off this new twist?

Today, a flexible marketing approach is crucial. Many people will wonder if certain businesses are still in business. Be sure your prospects and customers know that, for you, it’s business as usual and you’re not only open — but going strong.

4. Take the long view

Surviving during the outbreak is paramount. But you also have to have a plan in place for the post-coronavirus marketplace. You can’t assume that once the health risks calm down, things will just go back to the way we were.

Consider the fact that people have been confined to their homes for a few months. This will likely make customers more comfortable with shopping online. These habits can be hard to break.  

Perhaps you offer direct-to-customer financial services. In previous years, customers may have chosen you over automated solutions for your reliability, personal attention and customer service. Now, however, after months of doing everything online, customers may prefer automated services. They’re now comfortable with the process.

That’s why it’s important to be flexible. You have to be able to adapt your services so they’re not only relevant in a time of crisis, but remain that way once things are back to normal.

5. Plan solutions with several scenarios in mind

As a good marketer, you know what your challenges are. With that knowledge, you need to develop 2-3 solutions to each. You can’t predict what’s going to happen in the future, so it’s better to do that thinking, planning and strategizing, rather than be caught unprepared down the road.

We’re all waiting to see how this situation resolves. Hopefully, everything will return to normal within a few weeks or so. On the other hand, we may be hit with a worldwide recession that could last for years. No matter what business you’re in, it’s important to have a well thought out strategy in place and to be flexible. You may bend, but you won’t break.

Whether you need an entirely new direct marketing campaign, fresh creative or data analytics, J&C can help you prepare for this new normal. As a direct response marketing agency, J&C is experienced in motivating customers to act. With new customer behaviors and new consumer patterns developing, direct response channels and tactics should be built into your re-evaluated marketing strategies.

Contact me at dquigley@jacobsclevenger.com. I’ll show you how we’ve helped other companies like yours get through uncertain times.

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Topics: Relationship Marketing, Direct Mail

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