It is a worrying time for businesses right now, and the immediate temptation is to slash advertising spend, or focus on sales promotions, but short term thinking is not the answer.
Now more than ever, we need effective, long-term marketing to keep the wheels of business turning. As Professor Mark Ritson writes in Marketing Week:
“This virus, too, shall pass. At some point consumers will return to the streets, the cafes and the various other activities that they have been denied during the dark days ahead. Keep the brand light burning, because the cost of snuffing it out for the rest of 2020 and then trying to reignite it next year is gigantic.”
That’s fine for the big brands, but what about the small businesses, and the sole traders you might ask?
Well, in the midst of the uncertainty, the truth is that people are still spending – and there are certain businesses set to flourish during the lockdown.
If you are in e-commerce, and in particular, gifting, homewares, books and tech, these sectors are seeing a real uplift right now.
If you are not in e-commerce, is now the time to pivot?
Could your product or service be sold or streamed online via a subscription model?
Could you use this time to build that website, or online platform; to create useful content, courses, or other digital content.
Using digital advertising such as Facebook Ads, Google Ads, SEO and Email Marketing, you can reach your customers directly, and, with more inventory (as there are more people online) and less advertisers (as the bricks and mortar businesses are closed) the costs involved to get your products seen are significantly reduced.
The opportunities are still out there
Back in 2008, during the financial crash, we created a document urging businesses to zig whilst others zagged, and we thought now was a good time to share it again. Click the link to download your PDF: https://www.justthinksocial.co.uk/advanced-thinking
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Stay safe, and take care of each other,