With recent events, things have probably gone a bit quiet on the marketing front; rest assured you’re not the only ones. In April, Marketing Week reported that “The vast majority of marketers are cutting or maintaining their marketing budgets, saying that while finance teams understand the rationale behind investing in media during the coronavirus pandemic, they simply don’t have the money to do so.”
Another reason for slowing or stopping marketing activities, in the case of professional services such as law firms and accountants, was the worry that new clients may go out of business before having a chance to settle their bills.
Now that businesses are starting to bounce back from the effects of COVID-19 (some with the help of a Bounce Back loan), it is time to consider how to reshape and rebuild your marketing activities ready to ramp up – your Marketing Bounce Back plan.
With that in mind, and to help you get some ideas, let’s look at how the larger brands have approached their marketing over this uncertain period.
Birds Eye has felt a responsibility to stay on-air and remain connected to consumers during the Coronavirus pandemic. By keeping top of mind, they reinforce their brand position in the consumer’s mind as a trusted brand.
In comparison, Coca-Cola paused their marketing spend over lack of ROI: “Coca-Cola says marketing investment in brands has “limited effectiveness” while people are in lockdown due to the coronavirus pandemic, although it is moving some spend into digital.” (Marketing Week, 28 April 2020)
However, now that more businesses are starting up again, we are seeing more of them release campaigns that they had previously shelved. “For MoneySuperMarket, the small steps taken to get us back to normal mean it now feels like the right time to launch the marketing campaign it postponed back in March. That means the return of the ‘Get Money Calm’ brand positioning.” (Marketing Week, 19 June 2020)
Marketing is just as important, if not more important, for smaller brands too. It is essential to think about your marketing communications: how are you going to engage with your clients and put yourself firmly back on the map?
Timing is also a key consideration. During and after a period of uncertainty, and probably a break in business activities, your clients will just be getting back on their feet. When putting your plan together, ask yourself: How can you help? Will people be looking for your services right now, or a bit later on? Is it time to launch those shelved marketing activities, or is it better to start with something smaller and build your marketing up gradually?
Marketing is more about meaning than noise, so well-thought-out marketing communications that provide value are more likely to pique the interest of your customers and get you back on their radars.