Why your business or organization should continue to market and advertise.
If you know me at all, I’m the least pushy person and I’m always thinking of others before myself. During this outbreak, my top concern is the health and safety of our friends and family. I know our family is not alone in having many people in the high-risk category.
With that said, my second biggest concern is the economic health of our community and the pain this is going to cause; and who knows for how long. I am a small business owner, a marketer, a business strategist. We’re now in day three of self-quarantine and for me, reality really settled in today. Monday and Tuesday were figuring out what our company is going to do and contacting clients to hear their plans. Now, I’m trying to put those pieces together with the knowledge that a recession is likely ahead of us. There are constant questions going through my mind:
- How am I going to pay my employees if all of our customers cut their marketing budgets?
- How do I cover rent for our office space?
- How do I tell clients to pay for marketing and advertising in addition to the first two questions I’m trying to answer myself?
I’m can’t imagine I’m the only person with these questions going through my mind as I’m juggling kids, cooking, cleaning, laundry, and, oh yeah, working fulltime.
My education and experience tell me to keep pushing forward. I graduated from college during the 2008 recession and I watched companies that continued to market and advertise themselves come out on top. So today, I am continuing to advise my clients to keep your marketing plans. Modify them as we adapt to the current situation on hand. Even if that means putting them on pause, plan to move forward at some point. Why? So we can eventually come out stronger, together.
According to Forbes, “In the aftermath of the last recession in 2008, ad spending in the US dropped by 13%… Advertisers that maintained or grew their ad spending increased sales and market share during the recession and afterward.” (When A Recession Comes, Don’t Stop Advertising, Forbes, Sept. 2019)
The lesson here is to not cut back completely but adjust as needed. And since our communication channels are limited, this can easily be accomplished through digital organic and paid measures like email, social media, and your website. These communication channels have high engagement levels and can reach different segments of your client base. We all have a mobile device in our hands and we’re all trying to get some work done with our laptops. I know my personal consumption of social media is up and that’s proving to be true across society.
According to A.List Daily, “Obviously (a social media influencer marketing company) examined 260 of its own campaigns including over 7.5 million Instagram posts and saw a 76 percent increase in daily accumulated likes on #ad posts over the last two weeks.” (Social Media Consumption Grows Amid Coronavirus, A.list Daily, March 2020)
The article also states the current situation is likely to boost digital media consumption across several entertainment platforms like Hulu, YouTube and gaming consoles. These advertising channels are relatively affordable and can be implemented quickly.
Though it’s critical to move forward, it’s more important to do so in a respectful manner. The last thing I would advise is taking advantage of this situation or marketing something that’s not relevant at this time. It’s critical to stay honest, think of the greater good, and use moral judgment. Asking the question of “what can we do to help?” is so important and I’m seeing this with our clients. I spoke with a local nonprofit this morning that decided not to move forward asking for donations for its non-critical services. A local business is having us create video tutorials on how to use its online services that can be shared on their website, app, email system, and social media.
To come full circle now is the time to stay levelheaded and adapt to the situation at hand. This honestly sucks, but we’re doing this to protect the people we love the most. We just have to figure out how to continue forward in a strategic, cohesive way that can be changed on a whim. Tally is here to help. We’re offering free discovery calls/webinars to help you come up with a plan. I’m just a phone call, email, Facebook message or webinar away. I can be reached at 402.208.1726 or firstname.lastname@example.org. We’re all in this together and I wish you all good health.
– Dana Rosacker | Strategic Planning Director | Tally Creative
Creating and implementing strategic marketing and advertising campaigns has been Dana’s passion for more than 15 years. She has worked for an advertising agency in Los Angeles that markets Honda and La-Z-Boy; managed publications in a small Northern California town, and ran a start-up in a niche market. These experiences have built a crucial understanding of business planning and strategic marketing and led her and her business partners to open Tally Creative in June 2018. Today, Dana and her team have worked with over 85 businesses and organizations to effectively reach goals and provide results.