Crisis Marketing - Ryan Dohrn

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.

@RyanDohrn - RyanDohrn.com - Ryan@RyanDohrn.com

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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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+Market Share -

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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/

@RyanDohrn - RyanDohrn.com - Ryan@RyanDohrn.com

35% more views with a square video version vs. landscape (16:9) https://sproutsocial.com/insights/facebook-stats-for-marketers/

@RyanDohrn - RyanDohrn.com - Ryan@RyanDohrn.com

STRATEGY IDEA #5

Social media is great, but be careful.

@RyanDohrn - RyanDohrn.com - Ryan@RyanDohrn.com

We scroll 300 feet per day on mobile at an average speed of 87mph!

Source: Nielsen

Source: Nielsen

@RyanDohrn - RyanDohrn.com - Ryan@RyanDohrn.com

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.

@RyanDohrn - RyanDohrn.com - Ryan@RyanDohrn.com

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

@RyanDohrn - RyanDohrn.com - Ryan@RyanDohrn.com

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.

@RyanDohrn - RyanDohrn.com - Ryan@RyanDohrn.com

This is NOT a time for mass email marketing.

@RyanDohrn - RyanDohrn.com - Ryan@RyanDohrn.com

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.

@RyanDohrn - RyanDohrn.com - Ryan@RyanDohrn.com

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…

@RyanDohrn - RyanDohrn.com - Ryan@RyanDohrn.com

Crisis Marketing and Survival Strategies for Local Business Owners Presented by Ryan Dohrn Ryan@RyanDohrn.com