At the start of the Coronavirus lockdown, Paul Tagent of Bath Marketing Consultancy discusses what businesses should do about their marketing during Covid-19.
I saw this quote many years ago from the marketing director at leading advertising agency, Young & Rubicam and I have never really forgotten it.
“Marketing is rather like building a darn good fire. You need to start off slowly, gently nurturing it and not expect results immediately. With constant care and attention, the fire will grow and grow and the investment of logs rather than kindling will produce even greater results. The fire can now burn freely and produce the rewards. But beware, if it is left unattended for any length of time, you can be left trying to resurrect the ashes.”
For many organisations, marketing is viewed as some sort of magic switch – “business is slow so we need to do some quick marketing” – which can be flicked on and off during tricky times. This is NOT the case! Marketing is a never ending process, not an event or a knee jerk reaction to something that is happening in your market.
We always advise people to take baby steps with their marketing; test new initiatives, implement new ideas and set aside time each day for marketing rather than do “marketing” one morning a month. Little and often is the key and make sure your message stays “on brand” and consistent. After all, it is highly unlikely that your prospects are only looking for what you offer at the exact time you offer it. You need to remain on radars so that your name is at the top of the list for when the prospects are looking.
To help you, most social media platforms can be automated, emarketing can be done very easily, you are very likely to be spoilt for choice with networking opportunities and print is now much cheaper than it used to be.
My advice to every business out there is to continually market their companies even when business is booming as this lays the foundations. Don’t fall into the trap of delaying your marketing until you’ve finished the latest project as, you will very likely raise your head at the end and wonder where the next project is coming from. Then is is too late to kick start the marketing process. The fire needs attention or it goes out!
Marketing (and sales) should be run continuously regardless of your current successes, failures or situation. Put a plan together and use as many platforms to get your message out there!