A lot of behavioural changes have happened within a span of few weeks, since the corona pandemic started. People have spent a lot of time under lockdown, with very few trips outside to buy essential commodities. With this, businesses have suffered a lot, either being shut or not knowing how to reach customers. Though lockdowns across the world are getting eased, it’s predicted that a second or third wave of COVID may result in extended lockdowns that may happen in the near future.
Here we try to look at the top four steps to take to a better way to market your products/Brand during such harsh business times.
- Prioritize your marketing spend
At this point, stop or pause on marketing spends which don’t get much reach. A lot of Hoardings wouldn’t get the usual reach since there are much lesser people moving out. Also if you look at radio branding, there is much lesser travel happening and a majority of radio listeners are commuters. Such money should be saved and channelized to media which can give a good reach at a reasonable price.
Try to analyse the leads that are getting generated through each media and try to allocate resources on those which will give more conversion rather than branding alone.
2. Ditch ATL and endorse BTL
It’s better not to spend money on Above the Line (ATL) media like newspapers at this point of time. Though they give a wider reach, the cost to conversion ratio is extremely high. This means your ROI is going to be low.
It’s better to try and reach out to customers in ways in which you get your target audience directly. Methods like in-shop branding, promoter sales, Elevator branding in apartments can ensure that you reach good customers with a higher ROI.
3. Marketing digitally.
Since most people would be wary of going out and trying out things, getting inbound footfall would be of real concern. People would be really careful of all touchpoints. Avoiding such touchpoints and going digital can get customers to interact more with your brand or product.
If you don’t have a website, start one. Update all the details about your business and let people reach and know about your business seamlessly. People are connected to social media. Use Facebook, Instagram, and other sites to connect to young users. As per data released by ITC, Social media users have increased by 62% and web users have risen by 70% during the lockdown.
Understanding consumer behaviour and channelizing marketing tactics can be beneficial. Optimise your results in search engine and work towards being in the first page itself.
People spend a lot of time online and this makes it a good place to show ads. Enable ads in google and partner sites to reach target customers.
4. Adapt to Change
This pandemic has changed the way we live and spend our time. As the offices are closed, this has created a demand for video conference calls for official meetings. Apps such as zoom, google meet, etc. have provided some special offers due to an increase in demand. The good part is that people have got used to this sort of meeting. Organizing webinars or Live videos is a smart way to build new connections and extend marketing of your brand.
Look at new channel of marketing through which you reach customers. Online delivery, partnering with others and entering new geographic channels would be some of the ways of achieving this.
Cost is of utmost concern during these challenging times. ROI must be looked at carefully to ensure that each rupee is spent wisely. As consumers are spending more time at home, increase marketing through channels such as Social Media Ads, Google Ads, Email Marketing, SMS Campaigns, etc. If you hold a business which needs offline activities, some of the BTL ways that can be effectively used are Elevator Branding, Mobile Van Display and in shop branding.
In this ever-changing landscape, it’s important to have a dynamic marketing tactics that can evolve with the changes. Send in an email to email@example.com or WhatsApp/call +91-9995006622 to get free personalised advice in how to market during covid pandemic.