When things are good, they’re not as good as they appear to be, and when things are bad, they’re not as bad as they appear to be.
Updated May 28, 2020
Marketing Ideas in Action
Shift towards positive messaging and proactive, relevant marketing!
“Marketing today is about giving, not asking.”
I’m reminded of a quote I read from a person who suffered big losses in the ’08 meltdown: “When things are good, they’re not as good as they appear to be. And when things are bad, they’re not as bad as they appear to be.” It was true then and true now. This too shall pass, and it will pass rather quickly compared to other economic downturns. Maintain a steady hand and strong leadership.
At a time when we are being asked to isolate and insulate ourselves and our businesses, it’s important to realize that the benefits of meaningful communication have never been greater.
People, businesses, and communities continue to value hearing from the people and companies they have interacted with.
After every shakeup, nothing ever resettles exactly as before. There will be customer reallocation. While efforts to help defeat the virus are paramount, there are still things that companies can and should do to protect their current sales relationships and in some cases, help promote future ones.
There is a common phrase in marketing circles over the last few years. I also used it in my recent presentations: “Marketing today is about giving, not asking.” Keep this in mind.
What we are doing:
Our goal is to provide our clients with advice and resources to not only help them during this temporary time of business uncertainty but to also best position their brands for greater share when the recovery begins. This is a continuing benefit to our clients.
Communicate often. It has a ton of value. We’ve hit digital overload with the COVID-19/wash your hands messages. We offer a letter to your customers with a different tone. Reach out and we’ll share it with you! One client in Wisconsin sent it and was amazed at the replies he received. We will distribute email for any client!
Update your website and social media. This is where most are turning to for information. We can share and post anything to your sites to keep them informative and up-to-date.
Hosting an online round table of 10-12 of your peers who will share valuable thoughts, information, and experiences. Knowing what others are going through and what they are doing/did/wished they had done, etc. can be invaluable knowledge. You are not in this alone.
Advise and share what you and other clients are doing and having success with.
What you can do:
Be the leader! A steady hand and guidance will go a long way and be remembered. Offer your audience, customers and your community advice, help, and compassion, in any way possible! Have faith in your community but also be that faith in your community!
Some ways to help can obviously help you win business down the road. Some cannot, but it doesn’t matter. Helping others is always the right thing to do and is always noticed, one way or another.
- A client offered a free sign to all local restaurants. The response and media attention were fantastic and immediate.
- Local businesses, municipalities, and health care providers are all in need of signage. This is as basic as reminders to wash hands, practice social distancing, etc. These would be easy to produce and supply for no charge.
- Companies will need help communicating with their customers. Direct mail, signage, social media, and/or online efforts. These are areas where most print service providers can offer assistance.
This effort shall remain fluid. Check back for any updates!
V.P. Digital Marketing
Nonprofit Mailers: Keep Calm and Send Mail
Direct mail is still one of the better ways to reach your customers! Let’s face it, they are at home with nothing to do. They read their mail! The post office delivers to them 6x a week. Take advantage of it!