Whatever plans you had for your marketing budget back in early 2020, they certainly didn’t include a novel virus and global pandemic. Some brands were well positioned for business as usual, whilst others were able to pivot and adapt their existing model quickly.
However for the majority of businesses, quarantine and social distancing meant temporary closures and reduced activity. The brakes were quickly put on marketing budgets but now they need to come off. The question is where to start?
Studies conducted, show that businesses who maintained or grew their advertising spend in the wake of the 2008 GFC, enjoyed increased sales and obtained a greater market share long term. So now is the time to get out in front of your competitors and re-confirm your presence.
But what tactics should you use to maximise your budget and increase your exposure?
In the first instance make sure that you prepare your campaign, it’s really important that you know who your ideal clients are and how they will be spending their money during this time.
“More than ever it is important for your brand and message to be seen. At a time, when customers are more picky on how they spend their money it’s important to let them know why they should choose you !”
Perhaps you’ll need a change of focus during this period , ask yourself which of your products or services are the most relevant to the current climate?
At Global Media Sales, we represent some of the key publishers across several sectors of international industry including construction, engineering, automation and oil & gas. Here are some tactics and offers that we recommend you consider utilising during this time:
Web traffic to https://www.controleng.com/ is up by 35% in recent weeks, due to the number of people working and living under lockdown rules. Click rates on banners and ads are up significantly, as people are inevitably spending more time online.
E-newsletter open rates are also higher than previous months, due to millions being at home with more time to spend reading.
TIP: Place a banner ad on the site or in one of their specialised enewsletters.
Direct Print Advertising
During this time most people are working/ home-schooling and living in isolation at home. The print publications they are consuming are being delivered direct to their door and they have more time to read them, so placing a targeted, eye catching print ad will be beneficial. Visits to the online e zine edition are up 42% as well, so readership is up significantly.
TIP: Take advantage of Control Engineering’s ‘Innovation from the Industry’ offer for the June issue. Run a full page ad and receive a FREE full page advertorial.
Maintain Your Online Presence
Whatever you do, don’t let your online presence go into lock down as well! Keep your website updated with news and articles, and keep posting relevant content on your social media platforms. We have a range of online advertising options on our web site with over 14 enewsletters you can advertise with.
Some great ways to stay in front of your customers minds during this period !
If you are finding it difficult to determine your bounce back marketing strategy, get in touch with the team at GMS. With over 20 years experience, we have the tools and contacts to help your marketing plan bounce back quickly.
Right now there are fantastic media offers, lots of free value added services for both online and offline.
Now is the time to start back up your marketing efforts towards your customers and potential customers.
To kickstart your 2020 marketing promotion, call us or email us to arrange a free 10 minute advice session.