Marketers are in uncharted territory. Never has the country come to a near standstill because of a pandemic in modern times.
Which is why we asked guests on our first episode of Market with Me Quikly how to market ethically in this environment. It wasn’t our original plan to launch a podcast as the coronavirus affected our everyday lives, but with a goal of informing, educating and assisting B2C marketers in doing their jobs just a little bit better — we felt it was necessary.
From working in healthcare to ghostwriting books on marketing, our guests brought a wide range of knowledge to help others navigate the current climate. Here are two quick tips they shared:
Offer an escape
Being able to offer a low-cost escape during this time is the key, said Joshua Lisec. He is the world's only award-winning, celebrity-recommended, #1 international bestselling certified professional ghostwriter.
He posed the question: What types of products did well during times of crisis and economic downturns in the past?
“In publishing, it was books that offered an escape,” Lisec answered.
That included action, adventure, mystery and romance. If you’re a marketer in a different industry, you can offer your customers anything that gives hope for a better future.
Making sure you’re staying diverse
Andrya Allen is an award-winning author and consultant in communications, leadership and business. She is the founder of Crossland Communication, a growth firm for innovative, world-changing organizations across the globe.
She recommends that companies focus on their strengths, while also making sure customer acquisition streams and revenue sources are diversified.
“Keep your mindset positive because things like this will always happen,” Allen said. “Every few years, we’ll see a change in behavior.”
In times of a tumultuous marketplace, she said it’s up to marketers to understand the bigger picture and learn from customers’ change in behavior long term.
We’re going to keep this conversation around coronavirus going, and we’ll be doing that with a heavy focus on consumer psychology. If you think you can bring some level of expertise or exciting knowledge that we wouldn’t have otherwise — please reach out.
You can email us directly at firstname.lastname@example.org.