What needs to go into a marketing communications action plan to respond to a recession?
In March 2020, we saw global brands like Apple, Nike and Starbucks closing stores around the world and posting Coronavirus advisories to their websites and social networks. Since then, many businesses and individuals have seen their fortunes transformed by the COVID-19 pandemic.
By May, we saw many countries moving from lockdown to re-opening their businesses in the face of a recession.
To help consider the priorities and options from a marketing perspective we have published this free recession marketing action plan guide to help marketers consider their next steps. In this article I review some of the main considerations.
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Learn how to estimate your share of search for different keywords using Google Search Console, and how to perform a gap analysis to find your SEO gaps
Making better use of organic search has become particularly important in the 2020 pandemic where many businesses don't have the budget available to put into Google Ads or social ads. The gap analysis technique we will explain in this article is powerful in identifying new opportunities to increase organic traffic.
Since search engines first became popular, search engine marketing has offered a fantastic way for businesses to grow awareness and sales as people search for their products and services. What better point in time to reach your target audience if they have a defined need?
This recent marketing channel benchmark from search analysis service Brightedge shows that across different B2B sectors, both organic and paid search are major traffic drivers.
Creative, low-cost ideas are the way of the future, and they work just as well (and sometimes better) as some of the most expensive methods of marketing
Despite what you may have heard from expensive marketing companies, it doesn’t take a lot of money to get your customers to engage. As long as you know what you’re doing, you can keep costs low and still facilitate a high level of engagement.
Whether you’re an entrepreneur in a small company, a freelancer, or a member of a big marketing team at a large company, it pays to save money where you can in your advertising techniques. Creative, low-cost ideas are the way of the future, and they work just as well (and sometimes better) as some of the most expensive methods of marketing.
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3 Tips to Ensure the Success of Your Guerrilla Marketing Efforts
Guerrilla marking can be defined as “an innovative, unconventional, and low-cost marketing technique aimed at obtaining maximum exposure for a product.”
Lower cost and increased exposure — that’s the dream, right?
To illustrate with a modern, classic example, in 2012, Dollar Shave Club nailed guerrilla marketing with its viral YouTube video. For just $4,500, the company created a surprising and funny commercial that went viral in 72 hours. Although consumers see more than 2,900 media messages every day, the sad truth is they will only remember four of them. DSC managed to remain one of those memorable four for a long time, all thanks to a relatively inexpensive video.
If that kind of return is possible, why even bother with marketing initiatives that yield lower returns?
Guerrilla Tactics Expand Your Reach
Most marketing — traditional and digital — is about scalability and input/output; it costs…
The 11 step launch marketing plan
The success of a startup will often depend on its approach to marketing. Unfortunately the vast majority of startup founders have little to no experience or marketing or managing a marketing budget. How do you deal with this dangerous contradiction? Well it's in the planning! Make sure that you’ve got your marketing strategy in line by applying this product launch framework.
There are a million articles out there on brand development, launch marketing, PR, viral videos and more. Reading them all would be a start – or you can check our tried and tested approach below!
The framework described below is typically rolled out step by step over 18 months. We hope it helps.
'In this world of intangibles and endless competition branding is everything.'
Phase 1 - Strategic Positioning, Brand and Web Presence
1. Strategic positioning (ad Early Adopter target market definition)
The first step in a successful brand/product…