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

Email

Advertising

Adx

Facebook

Instagram

Twitter

LinkedIn

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