1. Be flexible

As the world has turned upside down, customer demand and consumption patterns have changed too. Don’t panic, but be flexible and adjust your marketing accordingly. Ask yourself: Are we selling the right product, with the right message and at the right price? Are planned campaigns adapted to the changes in media usage? And most importantly, what can we offer customers now to give them even more value? Perhaps it’s time to focus on other products or competitive advantages. Can you deliver the product to the customer’s home, tailor campaigns for those who work from home, offer alternative purchase terms or a different shopping experience? Look for new partnerships and opportunities! Take the challenges as they come, think outside the box – and don’t be afraid to ask for help from the marketing minds at WERA and Superlativ. We can help you start the process with a fun workshop.

2. Think long-term and stay calm

At the height of a storm, it’s easy to cut your marketing budget and hope for the best. But that can actually do more harm than good. By continuing to market yourself during tough times, you can actually gain an advantage over those competitors who choose to cut their budgets. Take a position in the market and build your brand, and you’ll be ready for better times when they come. Remember, it’s better to be a small fish in a big pond than to be no fish at all.

3. Adapt to the digital world

Many businesses have had to adapt to a digital world they’re not used to. It can be overwhelming, but it’s important to keep up. Make sure you have a good website and use social media actively. How about exploring new platforms like TikTok? Or setting up a live stream to present your products or give tips and advice to your customers? Use data to find out which channels and audiences provide the best return on your investment. Perhaps you could try creating more visual content that engages your audience, or offering exclusive deals to those who follow you on social media. Also consider optimizing your website for search engines (SEO) and using email marketing to reach out to your customers directly. Invest in digital platforms and if the marketing universe feels like one big jumble of platforms and solutions – don’t be afraid to ask for help to get the most out of your marketing budget. We’re here for you!

4. Keep a cool head and customers warm!

Want to know what’s hot in the market? Check out digital temperature gauges like Google Trends and the Google Keyword Planner. These tools give you up-to-date insights into what people care about and what’s popular right now. It’s like taking the pulse of the market! We encourage you to take advantage of the insights, advice and best practices from the teams at Google and Facebook. They will help us help you – so don’t hesitate to ask for help! Remember to keep your customers updated on social media and other important channels. Are there any changes to opening hours? Are there any delays? Are you offering extra services? Don’t forget to update Google My Business too – it’s a great way to show you care about your customers and provide great customer service.

5. Let's get social!

It’s time to show up on your customers’ radar and let them know you still care about them! Make your website a worthy opponent in the battle for attention, send out newsletters or give your social media a fresh update! Social media is not only a great way to communicate with your customers, it’s also an effective way to let your target audience know you’re thinking about them. Let them know that you’re there for them, no matter what’s going on in the world. Not only will social media help you build relationships with your customers, it will also give you a platform to set a warm and friendly tone in these challenging times. Perhaps it’s even time to bring out your company values and let your customers know what you stand for? So, remember to be flexible, think long-term, innovate, analyze and adapt. With these 5 tips, you’ll be well equipped to market in challenging times! And if you’re still wondering what’s best for your business, we’re always here to help!

Sources: Easier Choices: 5 tips for marketing in challenging times, Marketing Insider Group: Marketing in Difficult Times: Focus on Content that Reaches and Assures