• Chris Papandropoulos

How to adapt your marketing strategy during the coronavirus pandemic

Updated: May 8

I've witnessed lots of economic crisis. The 2008 crisis, the Brexit situation and now what is commonly admitted as the biggest of all: The coronavirus pandemic!




The last month has been a nightmare. I literally speak with my clients every half an hour discussing what should be their next move. Or even worse, discussing that we should pause our marketing activities and wait for all this to go away.

Well, I say that this is one side of the coin.


“Brands should see this as an opportunity to be noticed, rather than keeping quiet”


Marketing teams continue to cover new ground and confront unprecedented challenges triggered by the coronavirus pandemic. They deep dive to data trying to demystify whether online sales (by the way you should check our new CPA model ) will continue spiking for the upcoming months and when offline will take the revenge. They follow stats that clearly denote the gymnastics products and web cameras to be the king on the sales race.

But what should we actually do? Can we modify our marketing strategy and be present in the market nowadays?

Firstly, lets clear some things out:

- A clear shift to e-commerce has impacts across the organisation, from supply chain to resourcing to marketing

- Marketing mix models will be under significant changes

- Coronavirus impacts consumers mobility, shopping habits and biggest supply chains

- Marketing messages must be appropriate and engage consumers ruing the outbreak

- While organisations look at the short-term, marketers adjust their plans for the future


Read my new article on the 7 reasons why your marketing strategy fails


If you still, follow this post then let’s find out top 9 marketing strategies to follow these days:

1. Don’t execute any fun campaigns around coronavirus

Yes, we need to keep people happy but you don’t know who will see your campaign and whether or not he’s someone affected by Coronavirus.


2. Be realistic on your growth expectations

Priorities will shift both in business and also people’s personal priorities and you have to accept your products may not be top of everyone’s agenda right now!

On the flip side people may have more time at home or in quieter offices to research or try out that product they’ve been waiting for a quiet moment to test.


3. Don’t stop marketing!

A recession is an opportunity. Continuing marketing investment makes it an excellent time to aim for growth as competitors make cutbacks.

4. Direct investments toward marketing tactics that drive online sales

We expect this channel to grow. Leverage the momentum and try to be in front of your customers.

5. Shift budgets and make campaigns that promote home delivery options.

Now that mobility is a big issue, it’s time to change your model and be where your customers are.

6. Go for the short-term sales or business outcomes while keeping brand awareness campaigns live.

Now it’s the time to try reducing the damage. More focused campaigns and in the same time strong branding will do the work

7. Track data in local geographies that experienced varying levels of impacts and figure out how you can interact.

i.e. let’s say a town is locked down. Find a way to help with medicine staff and show case your social responsibility profile.

8. Post social content with empathy.

Show you’re not in complete denial of the global situation. Keep posting your products but try to be in your customers shoes.

9. Create tons of digital content.

People consume 10x more content nowadays. This is the opportunity to test, amplify and provide the most suitable content around your business benefits. This is also the opportunity to write lists on:

Working from home

Homeschooling

Time management

Introversion/extroversion

Politics

Health care

Etc.

Keep the lights on is a tough job. Marketing can help you do it better if you treat is a profit center and not a cost one. The Sachi Group services can help you survive the coronavirus pandemic in your business.

Request a free one-hour consultation now!

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