Senior Vice President of PR & Digital Marketing at ChicExecs PR & Retail Strategies .
Uncertain Times has become the anthem of 2020. But what some of us thought was a strange few months quickly turned into years of struggle to get life back to normal. War, supply chain shortages, political instability, inflation, and of course, the Great Recession, have made it nearly impossible for many brands to find a foothold.
Stability seems to be a thing of the past. Whether that's true or not, it's clear that companies need to change the way they market. The days of planning four quarters of content at once are long gone for many. Marketing in times of uncertainty means you have to be able to adjust your approach quickly or make a big mistake. It's no easy feat, but no matter what happens this week, here's how to create a solid marketing plan.
1. Create a customer focus group
You can learn a lot about your customers by looking at analytics, reviews, and social media. But honestly, I've struggled to reach your customers without a direct line in troubled times.
If you haven't already, you should create a customer chat group where you can talk directly to customers. But talking to buyers who love your product isn't enough. Your discussion group should also include your most vocal critics. Hearing critical comments can hurt, but honesty can help you survive the uncertainty.
2. Change your audience
Uncertain times mean you can't assume your audience will stay the same. Everyone's life has changed since 2020, so it's important to understand that your target audience may need to change. You probably sell primarily to soccer moms, but after doing some research, you realize that your customers are now college students. happens.
Today, you need to know who your audience is and what they need. If you don't meet their needs, you risk losing contact and reducing your sales. Demographics change over time, so review your customer personas at least every three months.
3. Customize your promotions
Promotions used before Covid-19 may not work in the current environment. Make sure your marketing campaigns reflect what buyers really need. For example, shoppers may be concerned about the economy right now, so you should rely on sales, coupons and bundles to give them more value for their money.
4. Scan everything you can
Many shoppers are used to the convenience of digital shopping, so give them that. You're probably already investing in some form of digital marketing, but if you're just dipping your toes into digital marketing, it might be time to put your best foot forward.
This means that you may need:
• If you have a point of sale, display it on the sidewalk or a delivery service from the store.
• Sell bundles of products online only.
• Reinvent the online shopping experience.
• Post video content about your product on TikTok and IGTV.
• Access to influencers and digital media for brand features.
5. Develop crisis communication plans
There seems to be a new challenge to complete every week. Instead of letting another national emergency surprise you, develop a crisis communications plan. Crisis communication plans are a playbook for what to do and say in worst-case scenarios. A crisis book will also help you stay calm and market yourself from a calm and safe place instead of panicking.
You should develop crisis communication plans:
• Natural disasters.
• Economic collapse.
• political unrest.
• social problems.
• Supply chain issues.
• Misbehavior of the employee.
I hope none of this happens, but the world is a crazy place. It's best to have backup plans so you don't get caught out.
6. Be emotional
Your products may be a logical choice for buyers, but buyers don't always buy based on logic. They can also make decisions based on emotions, so your marketing should be based on emotional stories.
This can mean:
• Tell raw and emotional stories to real customers.
• Capture more video content.
• Cooperation with a movement or charitable organization.
Finding stability in a sea of change
Things may never go back to normal. After more than two years of turmoil, it's clear that your brand needs to take a hit. We no longer have the luxury of planning our marketing campaigns in advance; brands need to be nimble and flexible. Regardless of all the little surprises that may come along the way, follow these tips to get the most out of your marketing strategy.
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