Crisis Marketing and Survival Strategies for Local ... · 3. History is a great teacher on marketing. 4. Social media is great, but be careful. 5. Increase customer engagement with

Crisis Marketing and Survival Strategies for Local Business Owners

Presented by Ryan Dohrn

[email protected]

“Lead, follow or get out of the way.”

@RyanDohrn - RyanDohrn.com - [email protected]

“Lead, follow or get out of the way.” –Thomas Paine


Is this a health crisis or a financial crisis?


When times are good you should advertise. When times are bad you must advertise.


The survey of one is real. Follow the data not your neighbor.

STRATEGY IDEA #1


Invest in marketing solutions that match your ideal customer.


Marketing is a muscle NOT fat.



Direct response product/offer…

Highly discounted price + compelling offer = direct response.



Consumers are restless. Most have jobs. Most are simply changing how they engage with you.


Focus on core customers first. Deliver on your promises.

STRATEGY IDEA #2


Source: http://www.invespcro.com/blog/customer-acquisition-retention/

Change your message when talking to current versus new customers.

Loyalty programsDo NOT discountUpgrade to VIPDefer paymentsBe predictableBe proactive


Free eCommerace for small biz:

Stripe.comSquare.comPayPal.com

They make money from credit card processing.


History is a great teacher on marketing.

STRATEGY IDEA #3





McGraw-Hill Research analyzed 600 companies covering 16 different industries from 1980 through 1985.

1990 Recession Marketing Spending

TOTAL SALES

-28% +61% +40%

source: https://www.google.com/amp/s/www.forbes.com/sites/bradadgate/2019/09/05/when-a-recession-comes-dont-stop-advertising/amp/

2008, New pizza recipe.

2008 Great Recession Marketing Spending

2008, Raunchy kitchen video goes viral

+100% +100%

+Profits & +Market Share

+Market Share


Social media is great, but be careful.

STRATEGY IDEA #4


Source: Nielsen

We scroll 300 feet per day on mobile at an average speed of 87mph!

Source: Nielsen


Advertising Trust Rankings

Source: Nielsen

Source: Nielsen

What are my competitors doing or not doing?


Increase customer engagement with videos.

STRATEGY IDEA #5


Facebook videos garner up to 8 billion views per day!

Videos can increase engagement by as much as 35%.

Users watch 85% of Facebook videos with NO sound.


https://sproutsocial.com/insights/facebook-stats-for-marketers/


35% more views with a square video version vs. landscape (16:9)

https://sproutsocial.com/insights/facebook-stats-for-marketers/

Partnerships are key in a crisis.

STRATEGY IDEA #6


Associations

Other business owners

Media Partners


Compared to 22 days ago… Local media web sites…

Visitor sessions have skyrocketed 48%.

Unique visitors have increased 40%.

Unique pageviews are up 44%.


https://townnews.com/news_room/covid-19/local-media-traffic-spikes-in-the-wake-of-covid/article_9674a588-6e03-11ea-bdf4-0322e635cc62.html

Align with media eNewsletters

Align with media websites

Seek out new ways to engage with the readers of media outlets

Live where your customer lives.


Seek out Carpe Diem customers with geo-targeting and re-marketing.

STRATEGY IDEA #7



Be compassionate and sympathetic in your messages, but there people that truly do not care. They want what they want.


Segment your email list into focused groups.

STRATEGY IDEA #8


This is NOT a time for mass email marketing.


Customization is KING!

Hi Jill, You bought this…I thought you might also like _____.


Strategic frequency is key.

STRATEGY IDEA #9


Source: Nielsen

Source: Nielsen

SALE

S

Go long! Survival is about make decisions for the long game.

STRATEGY IDEA #10


Marketing is a marathon, not a sprint.


1. Follow the data not your neighbor.2. Focus on core customers first.3. History is a great teacher on marketing.4. Social media is great, but be careful. 5. Increase customer engagement with videos.6. Partnerships are key in a crisis.7. Seek out Carpe Diem customers, go geo.8. Segment your email list into focused groups.9. Strategic frequency is key.10. Marketing is a marathon. Not a sprint.


Questions…


When times are good you should advertise. When times are bad you must advertise.


Crisis Marketing and Survival Strategies for Local Business Owners

Presented by Ryan Dohrn

[email protected]

Crisis Marketing and Survival Strategies for Local ... · 3. History is a great teacher on marketing. 4. Social media is great, but be careful. 5. Increase customer engagement with

Documents