This Business News Story Was Uncovered By Us From: http://www.youngupstarts.com/2020/04/03/ideas-for-rebalancing-your-marketing-campaign-during-this-current-pandemic/
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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“
When an unexpected event of national or global scale dramatically changes the marketing environment, such as what’s happening now with the coronavirus, how should marketers respond? How do you get your best salespeople in front of clients and prospects when events are cancelled, travel is restricted and most people are working from home?
The marketing environment normally changes at a snail’s pace. There’s usually plenty of time for most companies to adapt. But when things happen fast, it’s important that companies respond quickly to rebalance their promotional mix.
The one promotional mix channel most impacted by social distancing is personal selling. You’re not sending teams to expos and events. You can’t even sample consumers in grocery stores. What you lose in personal selling marketing power, you’ll 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 th… Read More
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