This Business News Story Was Uncovered By Us From: https://www.youngupstarts.com/2020/08/07/is-it-too-late-to-pandemic-proof-your-business/
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by Lonny Kocina, CEO of Media Relations Agency and author of “The CEO’s Guide to Marketing: The Book Every Marketer Should Read Before Their Boss Does“
There are lessons to be learned from this current marketing environment. Not even the best prepared businesses could have planned for the economic fallout that is taking place during this pandemic. How should business owners and marketers respond? Is it too late to make effective changes to your marketing plan?
There are still plenty of actions you can take to stay relevant and visible.
You might be tempted to dial back your marketing, but for the long-term health of your company, now’s the time to take action. It’s true that personal selling is still taking a hit and traffic into brick-and-mortar stores is sparse. You cannot even sample consumers in grocery stores. What you lose in personal selling marketing power, you will have to make up in marketing power using other promotional mix channels.
Beefing up publicity efforts is a quick way to replace some of the face to face contact that will be lost with the lack of personal selling. That’s one place you can still reach the big groups. Publicity as a sales tool is underutilized by most companies and it is relatively easy to ramp up. Putting your best salespeople in front of reporters and producers who have big audiences is always a win. Plus, unlike expos and trade shows, your competition isn’t right there beside you. I see a lot of trade show money shifting toward publicity and media coverage.
How can you squeeze into the media’s conversations if your product seems unrelated to the headlines? As the coronavirus persists, we are seeing a market for stories that tak… Read More
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