Hertfordshire Chamber of Commerce in partnership with Hertfordshire - PowerPoint PPT Presentation

This webinar is brought to you by Hertfordshire Chamber of Commerce in partnership with Hertfordshire Growth Hub

Hertfordshire Growth Hub At the centre of Hertfordshire’s business support ecosystem - working closely with local and national B2B service providers to support businesses Enables businesses at any stage to access support services across the county Delivered by an experienced consortium led by business support services provider Exemplas, with the University of Hertfordshire and Hertfordshire Chamber of Commerce

COVID-19 Support Dedicated COVID-19 Business Resource Page and Hub www.hertsgrowthhub.com/covid-19 One to one advice from experienced Advisors Webinar and Expert Panel Q & A sessions

Contact us Monday to Friday 8.30 am to 5.30 pm Tel 01707 398168 Tweet @HertsGrowthHub Email enquiries@hertsgrowthhub.com Live Chat www.hertsgrowthhub.com

WA G A D A’ S D I G I TA L M A R K E T I N G EFFECTIVE MARKETING IN A CRISIS C H E R Y L L U Z E T I 1 5 . 0 4 . 2 0 2 0

S U C C E S S F U L LY D E L I V E R I N G O N L I N E V I S I B I L I T Y F O R A M B I T I O U S C L I E N T S www.wagada.co.uk C h e r y l L u z e t M a n a g i n g D i r e c t o r W a g a d a

Why you shouldn’t reduce marketing activity… Pizza Hut and Taco Bell In the 1990-1991 recession, Pizza Hut and Taco Bell capitalised on McDonald’s reduction in advertising and promotion. This led to Pizza Hut increasing sales by 61%, Taco Bell by 40% with McDonald’s declining by an enormous 28%. (Forbes)

“I thought about it and decided not to take part.” - Sam Walton, founder of WalMart, talking about the 1990 recession

“I thought about it and decided not to take part.” - Sam Walton, founder of WalMart, talking about the 1990 recession

Why you shouldn’t reduce marketing activity… Pizza Hut and Taco Bell In the 1990-1991 recession, Pizza Hut and Taco Bell capitalised on McDonald’s reduction in advertising and promotion. This led to Pizza Hut increasing sales by 61%, Taco Bell by 40% with McDonald’s declining by an enormous 28%. (Forbes)

B E P R E P A R E D T O A D A P T T O C R E AT E O P P O R T U N I T Y

Many local businesses have been putting their skills to good use to help the business community.

I N T H E C U R R E N T C L I M AT E , M A R K E T E R S W I L L N E E D T O T H I N K S H O R T A N D L O N G T E R M www.wagada.co.uk

So where do we start?

So where do we start? Situation Analysis: Where are we now? Objectives: Where do we WANT to be? Strategy: How do we get there? Tactics: How EXACTLY do we get there? Action: What is our plan of action? Control: Did we achieve our objectives?

M A R K E T I N G M E S S A G E S I N A T I M E O F C R I S I S www.wagada.co.uk

Match the Message and the Platform… Create a mission statement for each of your channels: • Facebook is best for acquiring new customers via paid advertising. • Instagram is where you build brand affinity with existing customers. • Twitter is where you engage press and industry influencers. • LinkedIn is where you engage existing employees and attract new talent. • YouTube is where you support existing customers with education and video help content

Family Values…

A D VA N T A G E S O F S O C I A L M E D I A I N A T I M E O F C R I S I S

Why is social media so important? • Usage is up during the Coronavirus – 40 to 50%* • Humanise your brand • Build familiarity • Develop community and loyalty • Build brand awareness • Engage with your audience • Help your customers get to know you and what you stand for • Sell without selling * https://about.fb.com/news/2020/03/keeping-our-apps-stable-during-covid-1

Match the Message and the Platform… Create a mission statement for each of your channels: • Facebook is best for acquiring new customers via paid advertising. • Instagram is where you build brand affinity with existing customers. • Twitter is where you engage press and industry influencers. • LinkedIn is where you engage existing employees and attract new talent. • YouTube is where you support existing customers with education and video help content

Refine your brand voice DON’T BE BLAND… STAND OUT FROM THE COMPETITION…

Refine your brand voice Everybody likes: But some people love…

Refine your brand voice What are you looking to convey? fun exciting honest intelligent switched on vintage colourful youthful casual rural artistic outdoor wild spontaneous organised planned warm minimal authentic niche city life popular innovative fun place to work opportunities training human personal customer service fashionable mature modern business like professional trustworthy responsible inspirational cheeky quirky

Refine your brand voice What are you looking to convey? fun exciting honest intelligent switched on vintage colourful youthful casual rural artistic outdoor wild spontaneous organised planned warm minimal authentic niche city life popular innovative fun place to work opportunities training human personal customer service fashionable mature modern business like professional trustworthy responsible inspirational cheeky quirky

Refine your brand voice

B E V I S I B L E www.wagada.co.uk

During the global pandemic, consumers can’t Refine your brand voice visit your storefront or business location… Google My Business BRIDGES THE GAP between your website and the consumer

Refine your brand voice Google My Business § Add images § Add events and news § Add questions and answers § Check category § Address consistency

Refine your brand voice Why are Reviews so Important? • The stars really stand out • Great for conversions/click throughs • Google can verify the reviews How to make them more effective: • Get the keyword in the review • Respond to each review

“The coronavirus crisis will test us all, but marketers need to think long-term and keep building their brands, protecting their staff and honouring their values.” - Mark Ritson, Marketing Week

Any Questions? Stay Safe!

info@wagada.co.uk S U C C E S S F U L LY D E L I V E R I N G O N L I N E @ wagada_stalbans V I S I B I L I T Y F O R A M B I T I O U S C L I E N T S www.facebook.com/wagada www.instagram.com/wagadahq www.linkedin.com/wagada www.wagada.co.uk C h e r y l L u z e t M a n a g i n g D i r e c t o r W a g a d a