How to adapt your marketing during a crisis WARNING! The content - PowerPoint PPT Presentation

How to adapt your marketing during a crisis

WARNING! The content of this talk is more marketing geek than my usual style of talk, it’s a vast topic and 20 mins isn’t long. I urge you to take just one thing

Also, I would like to express my intent to spread positivity, and help businesses recover. With that in mind, I would like to reaffirm my hopes and well wishes for those facing unemployment, illness or the loss of a loved one.

Index The problem The opportunity Ground rules The answer Identify the opportunity Understand your channels Messaging framework Message delivery optimisation Content exposure Reporting during a crisis

The Problem… In these uncertain times, I fully understand running campaigns is the last thing on your mind. Instead, tactical communications fulfil the brief. While I understand this, digital engagement is up 180% and mail volume up 220%. Online sales and enquires are the only route to transact, this is your time to shine.

A note from a great man When Lisa ‘’Crisitunity” commented the Chinese have the same word for Crisis as Opportunity.

Whats the opportunity? As a result of the pandemic, an artificial surge will be an opportunity to recover as much lost revenue as possible.

The picture is the same across the World

Now is the time! Despite what, on the surface, looks very negative, decisions for the return to normalcy are already being made. A consumers perspective. From a business perspective, As a family man, I’m picturing the holidays The government stimulus packages and gifts I will be buying for my wife and have been centred around making children when certainty returns to the cash available, so while the profit and market. And this is the essence of my loss may get hit, cash reserves should point. My mind has already been made up. be strong for several enterprises.

Ground rules

Become energised & passionate , with a dose of empathy, know what gets people excited. Listen to the sales team.. talk to customers. Don’t stand for second best , maintain high standards (Gordon Ramsay). Squint test , artwork has to be amazing, you have to LOVE what you do. Don’t stand for second best, maintain high standards be more Gordon Ramsay.

I make the difference. I am the glue; I am the magic and I am the energy.

Do not align with the pandemic, align with the opportunity and sympathise with the pandemic.

What’s the answer?

In a time of heightened activity, increased marketing noise we need to ensure our own marketing effort is on point! Fully optimised and well thought out. Integrated Campaigns are the key to your crisis marketing success.

In short… A campaign with a single focal message conveyed over multiple direct and or indirect channels to an audience. It’s the lazy marketers dream. It gives meaning and purpose to everything you do for the duration of the campaign.

An integrated campaign should follow the PLUS principle, a simple methodology to keep you in check PLUS: P ersistence - messages are connected and carry a persistent theme L inked - all messages via all mediums are linked U niform - all messages support and reinforce a persistent message S upportive - synergistic, the individual components contribute to a larger message (don’t Google that)

STEP 1: Identify the opportunity

It all starts with a killer idea While my products/service may not have changed so much, and the needs of our customers at this stage are vastly different. It’s important to be constantly creating new ideas and ways to communicate with your customers and prospects that match their needs today. To do this a campaign allows you to form a killer idea and milk it for a period of time.. then move on.

How do I create a killer idea? For us, it starts with a title, we discuss internally and decide on the title. Why is this important to the recipient and how does this help them? eg: #YOUARENOTALONE Sense check your idea! Adaptable and multi-facetted , the idea must Sense check with the sales team , harsh critics be multi-dimensional and allow you to talk from at the best of times, if the sales team GET IT and many angles such as, what does it mean to have can understand it you are on to a winner. unlimited free training and support, how does it feel to be alone?

STEP 2: Understand your channels

What are channels? These are the mediums you use to get your message out the door. Direct Indirect Email PPC/Display/Paid Media SMS SEO DM TV/Radio Push Out of home Communication types you own and control who and when you talk to the contacts. Communication types where you pay usually for placements with a provider and have no control on exactly who sees your message and when.

What are the strengths of each channel? Channel Cost/1000 Comments Email £2 Super creative, low conversion SMS £30 No creative, high impact DM (Direct Mail) £400 Creative, high-impact hard to track Social foc Creative and cheap Paid media £2000 Limited creative, hard to target and expensive TV/Radio £000s Creative, impactful, expensive little targeting

STEP 3: Messaging framework

Messaging, breaking down the content It’s an integrated campaign I can’t just say the same thing across all my channels, time and time again.. I need to remember PLUS . P ersistence - Messages are connected and carry a persistent theme L inked - All messages via all mediums are linked U niform - All messages support and reinforce a persistent message S upportive - Synergistic, the individual components contribute to a larger message We made it easy and developed the rules of a human argument… are you ready?

Artwork Framework Attention How to construct an efficient email Interest Preheader - This should reflect the headline, it is designed to Action sit above all content for inbox previews Headline - This should be no more than 10 words. I prefer simple colours on a stark background Desire/Trampoline Intro headline - Max 2 paragraphs, minimal content with a direct focus. With a strong simple CTA. (no more info, or click here please) Interest Creative sign-off - Designed to bounce contacts back to the previous statement or skip to below. Action Detail and Action - Remember email is the bait not the meal, this space can be used to hold more content if needed

So, to recap… Established a We’ve set the Defined the messaging ground rules channels framework

STEP 4: Message delivery optimisation

I now need to establish how I am going to best execute my campaign, I need the following: Central point – a hub. Where is the campaign home? Where am I sending traffic, can the website support this or should I create a campaign specific microsite?

Why we use landing pages… Website 2% conversion rate a blog converts at approx 1/10th of the normal web conversion rate Static landing pages 10% Dynamic landing pages can convert at up to 20%

To be effective in executing campaigns you must embrace automation. “Disconnect from the wheels” the internal efficiencies gained from automation mean you prioritise your effort to content and messaging.

Automate! Map out a plan and execute with the power of the machines - like Force24! Stop scheduling campaigns manually. Stop manipulating xls files to send campaigns. Stop broadcasting and start conversing.

Email delivery during tightened engagement! Email Delivery Spam key words are not a consistent, new key words are identified daily hot key words at the moment: Covd-19, Corona virus, Pandemic Engaged Unengaged Delivery Strategies Delivery engaged contacts emails quickly first followed by a slow steady stream of less engaged data. Remembering to remove contacts showing no signs of engagement. Be engaging!!

Again automate! Build effective delivery strategies that give your email the best chance of delivery.

Commoditise Artwork! This doesn’t mean report yourself or let standards slip, simply be effective with you time and batch build..

Killing complexity at this time is critical. The focus of your effort should be streamlined to strategy and content. Simplify everything, design messaging, and content. Remove the wastage and recipients will thank you for it..

Remember the squint test: Be more Gordon Ramsay! Don’t stand for artwork you’re not proud of.

STEP 5: Content exposure policy

Next, we need to look at how we use the messaging on each channel. What’s too much and what’s not enough? I have to get an ROI on my campaign efforts so far..

Force24’s Content Exposure Policy Below, we’ve detailed the Force24 Content Exposure Policy , this shows our standard process to ensure we extract value from content without the danger of our audience becoming “over-penetrated”. Campaign type Gated SMS Email Social Paid Direct mail No 0 0 0 No No SEO Content No 0 2 5 No No High value blog article Yes 0 6 10 No No Low value content download Yes 0 6 18 Yes No High value content download No 0 6 18 Yes Possible Product launch No 1 6 18 Yes Yes Commercial event

STEP 6: Reporting during the time of a crisis