cpd
I
n times of economic crisis, accountants will tell you to cut back hard on spending and marketing is often the first casualty. But is that wise? Stopping all marketing and communications activity can in fact be counterproductive. Not only does it mean you’ll have to start from scratch again when the bounce-back comes, it also leaves you at risk from competitors who use this opportunity to grow their customer base by moving into your space. It needn’t be a dilemma. There are plenty of marketing activities you can keep going in lean times that won’t break the bank and many of which you can do yourself.
Bigger bangs for your buck Marketing cuts in a downturn isn’t always the wise move. Nikki Wilson offers tips on effective publicity on a shoestring
PR is your friend When budgets are cut, PR is a way of maintaining brand visibility a lot more costeffectively than advertising. A simple way to start now is to get in touch with your local newspaper, your professional institute journal or the main trade magazine for your sector, and offer a good news story about what you are doing as a business to tackle coronavirus. Seeing criticism of your industry in the press and want to put the other side of the story? Got a good idea about how to do business in the ‘new normal’? Get vocal. Comment on online news articles and offer a fresh point of view or new insights that could lead to a follow-up chat with a reporter and some positive PR for your brand or industry. Radio phone-ins offer a great opportunity for free publicity for your business while you’re working from home, especially if you’re willing to present an interesting view on current events. Keep the radio on in the background at home and listen out for opportunities to call in. Use the free version of Survey Monkey to conduct a simple survey among your customers or other contacts about a topic that is newsworthy, and use the results to create a news story and opportunities to comment to the media.
Online events create connections Almost certainly by now you’ll have discovered the delights of video conferencing and online meetings via Microsoft Teams, Zoom, Google Hangouts, GoToMeeting etc. So if you have the technical content, now is the time to make it available as an online CPD or an online training presentation and invite your customers to meet you online. Even if you can’t offer enough technical content yourself, see if your trade association has any preprepared (and ideally RIBA-approved) CPDs or training presentations that could be reused under your brand and offered by you to your customers and prospects. Or offer one of your expert colleagues as a presenter to one of your trade association’s own webinars. Consider collaborating with other related businesses in the supply chain to create a Toolbox Talk online. You could link up with other non-competing businesses or individuals to offer training and guidance in your area or to write joint expert e-newsletters. Don’t forget that although you can’t do face-to-face sales meetings in person right now, you can still run virtual product demonstrations. These can be recorded in advance or presented live on a webinar via sites like WorkCast or GoToWebinar. If you are presenting live, record the demonstration and make it available for customers to watch at a later date. Provide the opportunity for your customers and prospects to ask questions online. Set up a weekly virtual networking club for suppliers and customers, inviting them to join you online for a virtual beer after work one day or a Feelgood Friday teatime catchup. Maybe include a fun element, such as a quiz or a competition. Be sociable Use relevant social media on a regular basis to engage with existing customers and to increase visibility. Depending on your customers, this could include LinkedIn, Twitter, Instagram or Facebook. Don’t feel that you have to be on all platforms – go where your audiences are.
26 • architectural ironmongery journal
26_28 AIJSUM20.cpdNR.indd 26
17/06/2020 14:55
