03/18/2020
How do you advertise when the world's been turned upside down?
“The Chinese use two brush strokes to write the word ‘crisis.’ One brush stroke stands for danger; the other for opportunity.” -- John Kennedy, 1959
You had a campaign going. It was working. Then COVID-19 showed up, and it feels like all your customers have disappeared. What are you supposed to do?
I get it. If you're reading this, the odds are your marketing budget isn't coming from the stockholders at Nike or Apple. You're a small or medium-sized business, your lead flow and sales have dropped, and every dollar is precious.
With that in mind, here are a few thoughts on the current landscape:
For the next few months, you'll have a bigger audience to market to. A huge segment of the population isn't going to the office, or to sporting events, or to movies, or to nightclubs. Instead, they're at home or in the car, listening to more radio, podcasts, and streaming audio than they ever have. They're watching more television -- over the air and online (OTT).
They're getting more information through their mobile devices and smartspeakers. They're staring at their phones, waiting for someone to tell them what they're supposed to do.
Short term: People will still need goods and services. Some things can wait, but some will have to be dealt with now. Even in a recession, pipes will clog. Refrigerators will quit. Roofs and basements will leak. Trucks will break down. Loved ones will need new living arrangements. Someone in the family will get arrested and need a lawyer. Cats and dogs will get sick. New work-from-homers will need supplies for their new home office. If you're in a "need" business, consumers still need someone like you to solve those problems, now. Make sure they know about you.
Medium to long term: People are stuck at home with lots of time to think. They'll be sitting on that uncomfortable couch for hours, and thinking about a new one. Visiting that ugly bathroom repeatedly, and thinking about a remodel. Looking out the window at their backyard, and dreaming of an outdoor kitchen and firepit. Watching their investments, and wondering if it's time to talk to a different financial advisor. Some will act now. Others will act later. Talk to them.
You'll have a bigger share of their attention. Your competition will be pulling back. For the next few months, you'll be a much bigger fish in the pond. That will pay some dividends now, and even bigger dividends when times get better.
Think hard about your messaging: The world has suddenly changed, and the advertising pitch that worked last month may not work this month. Spend some time talking with a professional about adjusting your copy to fit the times. I may know a guy.
Warren Buffett famously recommended being fearful when others are greedy, and greedy when others are fearful. This is a time of great fear and uncertainty, and it's going to be a bumpy ride for a while. An investment in advertising may be painful now, but the potential rewards are great if you invest correctly.
Call if you want to talk.
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Phil Bernstein, Portland's Advertising Expert, helped many small and medium-sized businesses market during the aftermath of the Great Recession and the 9/11 terrorist attacks. He can help you connect with your target customers, deliver your message, and generate more sales.
Call Phil at 503-819-8033, or email him at [email protected]
