Crisis Marketing and Survival Strategies for Local Business Owners Presented by Ryan Dohrn Ryan@RyanDohrn.com
“Lead, follow or get out of the way.” @RyanDohrn - RyanDohrn.com - Ryan@RyanDohrn.com
“Lead, follow or get out of the way.” – Thomas Paine @RyanDohrn - RyanDohrn.com - Ryan@RyanDohrn.com
Is this a health crisis or a financial crisis? @RyanDohrn - RyanDohrn.com - Ryan@RyanDohrn.com
When times are good you should advertise. When times are bad you must advertise. @RyanDohrn - RyanDohrn.com - Ryan@RyanDohrn.com
STRATEGY IDEA #1
The survey of one is real. Follow the data not your neighbor. @RyanDohrn - RyanDohrn.com - Ryan@RyanDohrn.com
Don’t buy marketing solutions you ”like”. Buy marketing solutions that match your ideal customer. @RyanDohrn - RyanDohrn.com - Ryan@RyanDohrn.com
Marketing is a muscle NOT fat.
@RyanDohrn - RyanDohrn.com - Ryan@RyanDohrn.com
@RyanDohrn - RyanDohrn.com - Ryan@RyanDohrn.com
Direct response product/offer… Highly discounted price + compelling offer = direct response. @RyanDohrn - RyanDohrn.com - Ryan@RyanDohrn.com
@RyanDohrn - RyanDohrn.com - Ryan@RyanDohrn.com
Consumers are restless. Most have jobs. Most are simply changing how they engage with you. @RyanDohrn - RyanDohrn.com - Ryan@RyanDohrn.com
TYPICAL SALES FUNNEL 56% 39% 5% BUY
STRATEGY IDEA #2
Focus on core customers first. Deliver on your promises. @RyanDohrn - RyanDohrn.com - Ryan@RyanDohrn.com
Source: http://www.invespcro.com/blog/customer-acquisition-retention/
Change your message when talking to current versus new customers. Loyalty programs Do NOT discount Upgrade to VIP Defer payments Be predictable Be proactive @RyanDohrn - RyanDohrn.com - Ryan@RyanDohrn.com
Free eCommerace for small biz: Stripe.com Square.com PayPal.com They make money from credit card processing. @RyanDohrn - RyanDohrn.com - Ryan@RyanDohrn.com
Change your ad copy: Buy online Thank you for your loyalty We care about you From our family to yours Alternate hours Create calm by being predictable @RyanDohrn - RyanDohrn.com - Ryan@RyanDohrn.com
Customer retention is critical to survival now and post COVID-19 @RyanDohrn - RyanDohrn.com - Ryan@RyanDohrn.com
STRATEGY IDEA #3
History is a great teacher on marketing.
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McGraw-Hill Research analyzed 600 companies covering 16 different industries from 1980 through 1985.
1990 Recession Marketing Spending
-28%
+61%
TOTAL SALES source: https://www.google.com/amp/s/www.forbes.com/sites/bradadgate/2019/09/05/when-a-recession-comes-dont-stop-advertising/amp/
+40%
2008 Great Recession Marketing Spending
+100%
+100%
2008, Raunchy kitchen video goes viral
2008, New pizza recipe.
+Profits & +Market Share @RyanDohrn
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STRATEGY IDEA #4
Increase customer engagement with videos. @RyanDohrn - RyanDohrn.com - Ryan@RyanDohrn.com
Facebook videos garner up to 8 billion views per day! Videos can increase engagement by as much as 35%. Users watch 85% of Facebook videos with NO sound. https://sproutsocial.com/insights/facebook-stats-for-marketers/
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35% more views with a square video version vs. landscape (16:9) https://sproutsocial.com/insights/facebook-stats-for-marketers/
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STRATEGY IDEA #5
Social media is great, but be careful.
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We scroll 300 feet per day on mobile at an average speed of 87mph!
Source: Nielsen
Source: Nielsen
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Advertising Trust Rankings
Source: Nielsen
Source: Nielsen
Source: Nielsen
eMarketer.com @RyanDohrn - RyanDohrn.com - Ryan@RyanDohrn.com
What are my competitors doing or not doing? @RyanDohrn - RyanDohrn.com - Ryan@RyanDohrn.com
Good, fast or cheap? Pick 2. @RyanDohrn - RyanDohrn.com - Ryan@RyanDohrn.com
STRATEGY IDEA #6
Partnerships are key in a crisis.
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Associations Other business owners Media Partners
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Compared to 22 days ago… Local media web sites… Visitor sessions have skyrocketed 48%. Unique visitors have increased 40%. Unique pageviews are up 44%. https://townnews.com/news_room/covid-19/local-media-traffic-spikes-in-the-wake-of-covid/article_9674a588-6e03-11ea-bdf4-0322e635cc62.html
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Your social following
Local media company social following
Other business owners @RyanDohrn - RyanDohrn.com - Ryan@RyanDohrn.com
Advertising Trust Rankings
Source: Nielsen
Source: Nielsen
Align with media eNewsletters Align with media websites Seek out new ways to engage with the readers of media outlets Live where your customer lives. @RyanDohrn - RyanDohrn.com - Ryan@RyanDohrn.com
STRATEGY IDEA #7
Seek out Carpe Diem customers with geotargeting and re-marketing. @RyanDohrn - RyanDohrn.com - Ryan@RyanDohrn.com
@RyanDohrn - RyanDohrn.com - Ryan@RyanDohrn.com
Be compassionate and sympathetic in your messages, but there people that truly do not care. They want what they want. @RyanDohrn - RyanDohrn.com - Ryan@RyanDohrn.com
STRATEGY IDEA #8
Segment your email list into focused groups.
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This is NOT a time for mass email marketing.
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Customization is KING! Hi Jill, You bought this… I thought you might also like _____. @RyanDohrn - RyanDohrn.com - Ryan@RyanDohrn.com
STRATEGY IDEA #9
Strategic frequency is key.
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Source: Nielsen
SALES Source: Nielsen
STRATEGY IDEA #10
Go long! Survival is about make decisions for the long game. @RyanDohrn - RyanDohrn.com - Ryan@RyanDohrn.com
Marketing is a marathon, not a sprint.
@RyanDohrn - RyanDohrn.com - Ryan@RyanDohrn.com
1. Follow the data not your neighbor. 2. Focus on core customers first. 3. History is a great teacher on marketing. 4. Increase customer engagement with videos. 5. Social media is great, but be careful. 6. Partnerships are key in a crisis. 7. Seek out Carpe Diem customers, go geo. 8. Segment your email list into focused groups. 9. Strategic frequency is key. 10. Marketing is a marathon. Not a sprint. @RyanDohrn - RyanDohrn.com - Ryan@RyanDohrn.com
Questions…
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Crisis Marketing and Survival Strategies for Local Business Owners Presented by Ryan Dohrn Ryan@RyanDohrn.com