How to Avoid Marketing Panic in Turbulent Times
By now, many of us have started to realize that the present situation we’re in will not go away any time soon. It’s a sensible thing to assume, given the aggressive spread of Covid-19 across the country.
But the important thing to remember now is this: do not let your business spiral into a state of “marketing panic.”
During marketing panic, a business looks at all the marketing channels currently and previously active, and often times – in a state of panic and disorientation – decides to cut spend across the board.
At a glance, this sounds like the prudent thing to do, since it might not be deemed as a necessary expense. But, we’ve seen time and time again that when businesses cut back on marketing, future leads and sales tend to dry up. And when companies continue to market during downturns, those are the ones who recover more quickly, and are ahead of their competitors when the trends generally lift.
In fact, a McGraw-Hill Research study that analyzed 600 companies and their marketing spending during an earlier downturn “concluded that those firms that had maintained or increased their advertising during the recession … boasted an average sales growth of 275% over the next five years (while) those companies that cut their advertising saw paltry sales growth over the next five years of just 19%.”
What people caught in marketing panic do not realize is that the environment around them has changed. The world has changed. Customers are no longer conducting business as usual. Companies are running at half speed, employees are dispersed and are now working out of their homes, people connect in virtual meeting spaces rather than at the office, all while slowly trying to figure out how to keep business afloat.
This is when marketers need to take a deep breath and a big step back in order to accurately assess the new way of the world. Marketing tactics that might have worked before may not work now, signaling a good time to test new and emerging ways to reach prospects and customers.
Postcard Retargeting is one example that fits the mold of a new approach, particularly in times like these when people are staying put in their homes.
Since most people that visit your website leave without buying or contacting you, that’s a lot of lost opportunity. We match about 50% of your unconverted website visitors to mailing addresses, and mail to their homes the next day. Our clients are doing this because it helps them bring in new customers and more money. Learn more.
It’s important to remember, that despite the chaos Covid-19 has caused, consumers haven’t stopped being consumers. People’s needs, wants and interests haven’t changed; the way they go about their lives has, and therefore, the way we used to go about doing marketing needs to change too.
One of the strengths of postcard retargeting is how it combines the urgency of touching your recent website visitors with the response-power of Print Marketing.
To learn more about how and why Print and Direct Mail engages the brains of your customers, read this FREE e-Book, filled with useful reasons and data showing why print marketing is so effective in capturing attention and driving engagement.
And when ready, our postcard retargeting team is only a phone call away at 866-959-8365 to get you started for as little as $50 a week.
Call a Direct Marketing Specialist at 866.959.8365.