If you are not going to leave the market and lose your audience, then you will not be able to reduce marketing costs. Why do brands need to maintain an active media presence?
In the current difficult conditions, companies and brands are increasingly faced with a choice: is it necessary to continue marketing projects, is there a need to invest in PR, and is it appropriate to actively promote their products or services? It seems to many that this does not make sense, because most people in this difficult and unpredictable period are only concerned about the news about the special operation and the worries associated with changes in their own lives.
Reducing the marketing budget seems like a logical decision at first glance, but in reality, it will only cause a short-term potential positive effect. In the future, it will have a long-term negative impact on the entire business. There are several good reasons to continue working with marketing and PR specialists because they are the ones who can help a business stay afloat even in the most difficult times.
Even during a period of bad news, bans, and restrictions, ordinary life continues — people still need goods and services, and information is needed to select the right products or specialists. Many brands that the audience used to refer to have left the market or suspended their activities. So, now is the perfect time for the remaining companies to tell about themselves and attract customers who used to be loyal to other brands.
But how to do it when the marketing and PR industry is facing dramatic changes? Now it is no longer possible to choose obvious ways, for example, simply to make an advertisement on Instagram in order to convey information to the audience. In conditions of unpredictability and uncertainty, only a professional marketer or PR specialist with extensive experience can create a really good campaign, so you should continue to work with a reliable team and appreciate every competent specialist who understands the situation and is able to find creative and relevant solutions.
For many companies in the current situation, maintaining relative stability and “survival” has become a key task. However, while maintaining a decent advertising budget, you can accomplish another task — to attract new customers and achieve growth. Even in a crisis period, competent marketing communication will help create an attractive company reputation, convey relevant key messages to customers, make a product or service as interesting as possible and stand out from other similar offers.
In an unpredictable environment, when many companies refuse to advance and wait in confusion, it becomes easier to beat the competition and get ahead. That is why marketing is more relevant than ever in a crisis: the market is changing, and competent promotion will help to take its rightful place in the updated landscape. While competitors are freezing advertising budgets, you can increase your share of your presence and significantly increase the number of sales.
Despite changes in the market and the departure of some players from it, competition between domestic companies persists. Therefore, it becomes obvious that if one manufacturer steps aside, another will take its place in the shortest possible time. Thus, if your presence in a niche ceases to be significant and noticeable, then your once loyal and interested customers will start looking for products and services from another brand. Most of the audience will be lost, and getting it back if you are forgotten for a while is extremely difficult.
That is why experts recommend staying in the media field even in times of crisis. The strategy and newsbreaks may change, but regular brand mentions in the media should remain unchanged. This will help to withstand competition and quickly restore revenues as soon as the geopolitical situation improves, and this is inevitable.
Your audience is a source of income for the company, so it is for it that you need to hold on in times of crisis. Focus your efforts on developing customer loyalty, because now, oddly enough, it is much easier to do this than before.
Today people are especially receptive to information. Consumers are under stress, so they are actively looking for positive news. Your marketing campaign can be redirected to a social channel. Tell us about how you take care of your employees, what you do to save jobs, and salaries, and remind you of the values of your company that you continue to follow. Move away from pure commerce — make a long-term investment in your reputation.
If you’re noticing a decline in engagement right now, then the right actions from the PR team will make it right. As a result, your audience will adapt to the current changes and return to their usual needs and habits, after which they will remember your brand, which has proven itself in difficult times.
Many companies feel confused and do not know what to talk about with customers, which is absolutely normal. Expertise has become one of the most effective strategies today. You are a professional in your field and must remain so to the end. Share the situation on the market and tell that you have an anti-crisis plan and know that your product can be useful even now.
Save the marketing campaign so your business continues to gain digital exposure and give your audience a sense of stability when it comes to your brand. It is important for people to feel confident in their lives, so the very ability to continue your normal marketing activities will prove that while you are aware of the crisis we are facing, your choice is to keep working and stay active for your audience.
Another reason it’s not recommended to cut your marketing budget right now is that along with the sense of stability your audience hopes to see from your company, it’s also important to use the media to support your customers, audience, and entire business. Today more than ever, it is important to show that you are a brand that understands the needs and concerns of consumers and to show that you have the opportunity to help and support stakeholders during this difficult time.
Even simple empathy can be a tool to help people emotionally overcome this situation. Various hints, tips, inspirational content, or a virtual pat on the back will let your audience know that the brand cares about others and feels its responsibility.
If you still don’t know what content to create now, here are some basic tips.
1. Create relevant content.
Your customers and audience have questions to answer. You can do it before your competitors, and get a significant advantage. Write relevant and useful text for your website or publish interesting posts on social networks. This can lead to an increase in interest, the number of inquiries, and, as a result, sales.
2. Send out your content, email special offers, and communicate effectively.
If your customers have agreed to communicate by e-mail, create a newsletter, regularly inform them about changes in your business, and share useful information. This can be a great way to stay visible and open to your audience.
As strange as it may sound, a crisis is the worst time to cut your marketing budget. Content in the media is the main source of information for consumers, and its absence will help the audience quickly forget about you. Now is the time to remind people not only of your values within the company but also of the value you bring to the world.