Purposeful Promotions in a Pandemic.Here are some simple ways businesses can communicate the essence of their brand to drive new acquisition or retain loyalty when resources are limited.
In the world today, plenty of people are strapped for cash. The Coronavirus has left quite the trail of destruction and business owners have been longing for the light at the end of the tunnel for a few months now. In a matter of days, millions of people lost their grip on what they thought was their future.
When it comes to surviving life in general, consistency, direction and adaptation are usually rewarded. The same can be said in business. Nearly every company faces a wall of adversity as some point in time. In reality, most fail before they even get started because the company isn’t built to survive. Getting a business off the ground and keeping it running is no easy task.
Because of this, nobody should run one without proper training, adequate experience (competence) and a vision that means something. Far too many people look to launch for the money and autonomy. But they quickly find themselves in over their head. No matter how coveted a product or service is, the brand and the experience is what keeps customers coming back.
In a time like this, not everyone has to fail. But if you’re focused on duplicating other entrepreneur’s efforts and following guides created by salesmen then it’s going to be an uphill battle. Nobody likes to select from a “bucket of options” or be sold or told what to do. Inexperience can be devastating during unexpected periods of time – like a pandemic.
The reason I bring this up is because there are tons of operations out there that could be winning right now instead of sitting on their hands. Just because you’re experiencing limitations doesn’t mean opportunity doesn’t exist. There’s always a chance to get in front of someone that’ll value your brand.
Brand Equity Can Be Built During a Pandemic.
It doesn’t take a lot of time and money to interact with consumers right now. For the most part, all you have to do is see what’s trending. Over the past few months, nearly everyone has been online, surfing for the latest delicacy or indulgence to keep them entertained. Discussing what everyone else is can be an easy way to build brand awareness. At the same time, it’s fairly cumbersome – and why would you want to do what everyone else does?
Understanding Your Customers Makes a Big Difference.
One of the best and easiest and most effective ways to market a brand is to understand your ideal target customer. If you don’t carry a passion for who you are, what you provide and who your customers are then.. that’s a shame. Knowing who you serve best is an immense advantage. So how is the process of understanding a marketing strategy? Well, what do you think the result of having quality conversations with your customers would be?
Asking people about their preferences or if there are ways you could do business better are good ways to strengthen relationships during tough times. Any form of genuine communication should be received well right now. From the consumer’s perspective, your actions speak volumes. They take note of businesses that continue to pursue their target market, even in the midst of loss.
Let the Market Understand You Better.
At the end of the day, authenticity is the best way to promote with purpose during a pandemic. Everyone is going through something right now. If you haven’t learned anything since March, then you’re probably doing something wrong. Listen, if you’re worried about the business, then you’ve got to let people know.
Hiding behind your desk or crossing your fingers that things turn around is a bad strategy. Have some humility, get in front of a camera and look for ways you can be transparent and authentic with the current state of the business. Plenty of people are looking for things they can identify with right now. Why can’t it be your business?
Maybe you’re dealing with relational problems or you had to let go of tenured employees for the first time. Maybe you’re struggling to adjust to a work-from-home environment. Maybe you’d like to share some of the curveballs you’ve faced thus far and how you’ve overcome roadblocks throughout. Maybe you want to honor someone from your staff or jump on a podcast with an affiliate company.
Talking to people about real people things build real relationships. Moreover, when you’re able to be vulnerable in the public eye, consumers are able to see your heart and the passion you have for the business to thrive. People want to believe in leaders like that. Raw, uncut content from a time of struggle can be extremely powerful for your brand.
Promotional Purpose is So Important.
So if you’re looking for ways to publish purposeful promotions during a global pandemic, just keep it simple. Show your true colors and discuss unique topics that set you apart from your competition. There’s no need to turn to desperate measures for short term relief when the longevity of your business is vital to your success.
Never lose sight of your big picture and always leverage your identity. Constantly being consistent (constancy) and building an open community establishes and sustains loyalty. If you don’t want to return to the workforce for less pay than before you started, then you’re going to have to dare to be different. An unwillingness to survive simply tells me you never had a true purpose to begin with.
Be purposeful with everything you do and always remember to PreFocus. firstname.lastname@example.org.