Post on 06-Jun-2020
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Marketing in Challenging TimesEileen Cooper FIDM · 16 April 2020
Outline
• COVID- 19• Market Research• Digital Strategy• Content• Keeping Positive
COVID-19
What is going to happen at the other end?
• More remote working
• Fewer business conferences
• Overhaul of the education system
• Less travel
• More online training
• AI, AR & VR
• More online shopping
• More social gatherings
• Appreciation for the smaller things in life
What does this mean for businesses?
NOW:• Connect with your customers/audience• Have empathy• Think before you act• Look for opportunities• Learn• What will the new ‘norm’ be?• Get support• Strategy
AFTER:
• Watch carefully
• Implement your strategy – cautiously
• Embrace technology
Now is the time to prepare
Market research
SWOT analysisPESTELOnline CVDigital propositionDigital technologyCompetitor analysisCustomer analysisSocial followers/influencersKPI
Setting objectives
• Be clear about what your objectives are• Break them down• Refer back to them at every turn
How will you achieve your objectives?
Keep focused.
Who are you targeting?
B2C• Age• Location• Gender• Occupation• Interests• Family status• Marital status
B2B• Location• Industry sector• Public/private/third sector• Company size• Culture
M.A.N.
Behaviour
Digital activity
Routines
Pain points
How they buy?
When they buy?
Post COVID-19?Personas
The journey
Dave Chaffey’s RACE MODELhttps://www.smartinsights.com
Features & benefits
and more…
COVID-19
COVID-19
Content examples
Topical
Topical
Connecting with emotions
Glenn FisherCopywriter
Provoking emotion
Channels
Content Marketing
Content
U-Centric U-Topic
Utilitarian User Generated
U-centric U-topic
Utilitarian UGC
Website & SEO
Advertising
Adx
TikTok & Snapchat
Integrate digital with other marketing
SEO
Website
Social Media
Blogs
Sponsorship
Content MarketingWOM
Digital Advertising Apps
Video
Affiliate Marketing
Networking
Advertising
Search
Awards
Events
Leaflets
Branded Merchandise
Collaborations
Radio
TV
Public Speaking
Sales
Signage
Directories
Email Marketing
PPC
Podcasts Webinars
Test.Refine.Monitor.Repeat.
ROI
Want more?
Sign up to 1:1 1 hour marketing consultancy sessions for Chamber members on a Friday morning.*one per business
Book in advance.
eileen@limetreeconsultancy.co.uk
Thank you
www.limetreeconsultancy.co.uk