Marketing Following a Global Pandemic

Where Do We Go From Here?

Marketing Your Company During a Global Pandemic

LENNY VENTIMIGLIA IV, President, Atlas Digital, St. Louis

We have just experienced a rare moment in history where, no matter who you are, a single global event has most likely directly affected you. While it may seem as if life is beginning to return to normal, everybody was touched by COVID-19 in some way.

Because of this, businesses around the world have started to change the message of their marketing campaigns.

Turn on your TV or radio and it won’t take long to see some of the most recognizable brand names focusing their ads around community, support and unity.

So what can we learn from the world’s most powerful companies? How we represent ourselves and our brand is more important now than ever. Watch Your Tone

Be sensitive in your message. You never know how somebody may have been affected by COVID-19. It’s probably not smart to make light of the situation or to joke about it. The most important thing you can do in your marketing efforts right now is to be careful of your tone. Coming across as insensitive can make you look selfish or as if you don’t care about the wellbeing of others.

Be positive, but do not be dismissive. People want to feel that things can and will get better, but we cannot pretend as if nothing happened and that there is no reason to worry. Let your audience know that you are here to help them.

Also, consider easing up on urgency in your ads for the time being. Many of your clients or potential clients may have lost their jobs or a sizeable amount of their income. We love to use “Act Now!” and call to actions in advertising, but leniency will be greatly appreciated right now. If you are running a special, maybe extend it longer than usual. If someone is interested in your product but cannot commit right now, be understanding. They could be in a better financial position in the coming weeks or months than they are right now, so we shouldn’t leave them with a bad impression.

How Can You Help?

Don’t forget about the message to your current clients. They are the reason many companies will be able to open up for business again and why their doors will be kept open for the foreseeable future. How are you protecting them? Make sure

to clearly communicate to your client base the precautionary measures you and your staff are taking to sanitize your workplace and keep customers healthy. Many people may not feel comfortable going into stores and shops right now, but you can help put their minds at ease. Posting a notice on your website with the preventive measures you have taken, sending out a mass email, or even just putting a sign up can go along way. Let them know that you care about their wellbeing.

Right now could be a great opportunity for your company to help potential clients. Unfortunately, many businesses were not able to survive the shutdown during these stay-at-home orders. So what happens with their client-base? Now is a great time to send a message saying you are here to help. Feel free to offer service to people who usually get their hair done elsewhere. ou can also offer to sell over-the-counter products to people who can no longer buy them where they usually would. If somebody walks through your door, even just simply to buy an inexpensive product that you would usually just sell to your current clients, there is a good chance they will keep coming back and could become a long-term customer. You can do this by reaching out to old leads who did not become customers, or old clients that stopped buying from you. Let them know that if they need help, you’re still here.

By helping people now, you will be helped in return and paid back down the road. Companies will be smart to have long-term strategies right now in regards to acquiring new business.

Financing

We all probably know somebody who was impacted financially due to COVID19. It may be tough for some consumers to afford to buy anything other than the necessities for a while. This is where offering financing can help you continue to bring in new business.

Monthly financing plans have become more common and for good reason. Your company can bring in a steady flow of revenue from month to month to ensure the bills are covered, and the buyer does not have to pay the full cost upfront. It is a winwin for both sides. If you are not already offering payment plans to your clients, this is a great time to consider doing so.

What Can You Do In The Short-Term?

As even more consumers have turned to online shopping during this pandemic, online advertising has actually gotten cheaper. CPM (cost per thousand people that see your ad) has lowered across social media platforms and search engines. This offers a great opportunity for companies with a solid online marketing strategy. More consumers are online, and you can get your message in front of them for a lower cost than usual. That’s typically not how advertising works. Google has even been offering free advertising credits for new users.

If you have not taken the time to develop an approach to paid online advertising, there is no better time to do so than today. Now, correctly and efficiently advertising online is more difficult than it may seem. Digital marketing is complex and if you do not know what you are doing, you will likely just be throwing money away. I have seen a company in the past that spent over $15,000 in online advertising without receiving a single lead or sale. Reach out to professionals in digital marketing for help, it is worth it.

The Convenience of Online

Online convenience has become even more important than ever before. Not only is it now the best time to start advertising online but also to incorporate convenience features into your website. Consumer behavior is changing, and more people expect to be able to do online what they can do over the phone.

Many websites are outdated and could use more of a modern touch, especially in functionality. Now is a great time to incorporate the ability for clients to book appointments online or to be able to place orders. Let’s face it, fewer people want to pick up the phone and call your business these days. Also, many of the people who have traditionally avoided using digital platforms have been forced to so during the quarantine. Many consumers would rather click a few buttons on their phone or computer and book their appointment or buy something without speaking to anybody. This is a process a business owner should fully embrace because you are able to bring clients into your business and make money without any additional effort from you or your staff.

CRM Systems

A good customer relationship management system can be a game-changer. They are the best way to reach your clients all at once or to send promotional offers in bulk.

Right now, using a CRM system can help you explain to your clients the preventive measures you are taking to keep them safe, while also keeping them informed of any other important information. You should also use CRM systems to track your leads. Maybe somebody will not be in the financial situation to join your program today, but they could be down the road. Keep in touch with these people by creating lists of leads to reach back out to. Send them an offer to try out your products. Getting somebody’s email address can be the ticket to new business, so don’t lose that information. Have a place to store those addresses and a way to send them your marketing message directly to their inbox.

In a world where people have been stuck in their homes for weeks and weeks, having a strong online presence has never been more important. These strategies are a good starting point for putting together a marketing message following COVID-19 and increasing the strength of your brand online.

LENNY VENTIMIGLIA is the son of Leonard Ventimiglia III, president of Apollo Image Enhancement Center, and Grandson of Leonard Ventimiglia II, former president of Total Concepts. Lenny is the third generation in the hair industry but specializes in digital marketing through his company Atlas Digital. Atlas Digital specializes in PPC and SEO strategies to help businesses increase their online presence and generate qualified leads. Contact: Lennyventimiglia@gmail.com