Marketing in Uncertainty

Published in About on July 27, 2020

Throwing my 2020 marketing calendar out the window was not something I anticipated. We have all had to re-think or adjust our strategies. Many of our lives have been altered and knowing how to navigate marketing during a pandemic is no easy challenge, so many of us just want to talk about and do things that don’t remind us of COVID-19 while still being responsible in the face of uncertainty. I hear regular questions from our vendor partners that center around a common theme: What do VGM members want or need right now? What should we be doing?

Find new ways to talk to your target audience – think virtual calls, video conferencing, and brush up on your skills in this area. If you are used to face-to-face interaction, you may need to get more familiar with your company/s virtual platform in order to avoid technical difficulties that will distract from the purpose of your call. Brush up on your virtual presentation skills so you are prepared, have visual assets to make your case and keep the customers interest, and do your best to avoid distractions like pop-up notifications or other people.
Consider a cause-driven campaign emphasizing charitableness, community, or collaboration that isn’t directly tied to a sales pitch. Look for opportunities to partner with other vendors to create a discount or a combined offer. Your creativity and generosity could be just the solution customers need now. If that isn’t an option, offer free advice, best-practices, or education in order to stay connected and relevant with your audience. This type of goodwill now may afford you more sales in the future.

Krista McNurlen

Marketing Director, Key Accounts & Services

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