marketing in challenging times - perthshire chamber of commerce · 2020-04-16 · marketing in...
TRANSCRIPT
![Page 1: Marketing in Challenging Times - Perthshire Chamber of Commerce · 2020-04-16 · Marketing in Challenging Times Eileen Cooper FIDM · 16 April 2020 . Outline •COVID- 19 ... Networking](https://reader034.vdocument.in/reader034/viewer/2022042315/5f030fc67e708231d40757e7/html5/thumbnails/1.jpg)
Marketing in Challenging TimesEileen Cooper FIDM · 16 April 2020
![Page 2: Marketing in Challenging Times - Perthshire Chamber of Commerce · 2020-04-16 · Marketing in Challenging Times Eileen Cooper FIDM · 16 April 2020 . Outline •COVID- 19 ... Networking](https://reader034.vdocument.in/reader034/viewer/2022042315/5f030fc67e708231d40757e7/html5/thumbnails/2.jpg)
Outline
• COVID- 19• Market Research• Digital Strategy• Content• Keeping Positive
![Page 3: Marketing in Challenging Times - Perthshire Chamber of Commerce · 2020-04-16 · Marketing in Challenging Times Eileen Cooper FIDM · 16 April 2020 . Outline •COVID- 19 ... Networking](https://reader034.vdocument.in/reader034/viewer/2022042315/5f030fc67e708231d40757e7/html5/thumbnails/3.jpg)
COVID-19
![Page 4: Marketing in Challenging Times - Perthshire Chamber of Commerce · 2020-04-16 · Marketing in Challenging Times Eileen Cooper FIDM · 16 April 2020 . Outline •COVID- 19 ... Networking](https://reader034.vdocument.in/reader034/viewer/2022042315/5f030fc67e708231d40757e7/html5/thumbnails/4.jpg)
What is going to happen at the other end?
• More remote working
• Fewer business conferences
• Overhaul of the education system
• Less travel
• More online training
• AI, AR & VR
• More online shopping
• More social gatherings
• Appreciation for the smaller things in life
![Page 5: Marketing in Challenging Times - Perthshire Chamber of Commerce · 2020-04-16 · Marketing in Challenging Times Eileen Cooper FIDM · 16 April 2020 . Outline •COVID- 19 ... Networking](https://reader034.vdocument.in/reader034/viewer/2022042315/5f030fc67e708231d40757e7/html5/thumbnails/5.jpg)
What does this mean for businesses?
NOW:• Connect with your customers/audience• Have empathy• Think before you act• Look for opportunities• Learn• What will the new ‘norm’ be?• Get support• Strategy
AFTER:
• Watch carefully
• Implement your strategy – cautiously
• Embrace technology
![Page 6: Marketing in Challenging Times - Perthshire Chamber of Commerce · 2020-04-16 · Marketing in Challenging Times Eileen Cooper FIDM · 16 April 2020 . Outline •COVID- 19 ... Networking](https://reader034.vdocument.in/reader034/viewer/2022042315/5f030fc67e708231d40757e7/html5/thumbnails/6.jpg)
Now is the time to prepare
![Page 7: Marketing in Challenging Times - Perthshire Chamber of Commerce · 2020-04-16 · Marketing in Challenging Times Eileen Cooper FIDM · 16 April 2020 . Outline •COVID- 19 ... Networking](https://reader034.vdocument.in/reader034/viewer/2022042315/5f030fc67e708231d40757e7/html5/thumbnails/7.jpg)
Market research
SWOT analysisPESTELOnline CVDigital propositionDigital technologyCompetitor analysisCustomer analysisSocial followers/influencersKPI
![Page 8: Marketing in Challenging Times - Perthshire Chamber of Commerce · 2020-04-16 · Marketing in Challenging Times Eileen Cooper FIDM · 16 April 2020 . Outline •COVID- 19 ... Networking](https://reader034.vdocument.in/reader034/viewer/2022042315/5f030fc67e708231d40757e7/html5/thumbnails/8.jpg)
Setting objectives
• Be clear about what your objectives are• Break them down• Refer back to them at every turn
![Page 9: Marketing in Challenging Times - Perthshire Chamber of Commerce · 2020-04-16 · Marketing in Challenging Times Eileen Cooper FIDM · 16 April 2020 . Outline •COVID- 19 ... Networking](https://reader034.vdocument.in/reader034/viewer/2022042315/5f030fc67e708231d40757e7/html5/thumbnails/9.jpg)
How will you achieve your objectives?
Keep focused.
![Page 10: Marketing in Challenging Times - Perthshire Chamber of Commerce · 2020-04-16 · Marketing in Challenging Times Eileen Cooper FIDM · 16 April 2020 . Outline •COVID- 19 ... Networking](https://reader034.vdocument.in/reader034/viewer/2022042315/5f030fc67e708231d40757e7/html5/thumbnails/10.jpg)
Who are you targeting?
B2C• Age• Location• Gender• Occupation• Interests• Family status• Marital status
B2B• Location• Industry sector• Public/private/third sector• Company size• Culture
M.A.N.
Behaviour
Digital activity
Routines
Pain points
How they buy?
When they buy?
Post COVID-19?Personas
![Page 11: Marketing in Challenging Times - Perthshire Chamber of Commerce · 2020-04-16 · Marketing in Challenging Times Eileen Cooper FIDM · 16 April 2020 . Outline •COVID- 19 ... Networking](https://reader034.vdocument.in/reader034/viewer/2022042315/5f030fc67e708231d40757e7/html5/thumbnails/11.jpg)
The journey
Dave Chaffey’s RACE MODELhttps://www.smartinsights.com
![Page 12: Marketing in Challenging Times - Perthshire Chamber of Commerce · 2020-04-16 · Marketing in Challenging Times Eileen Cooper FIDM · 16 April 2020 . Outline •COVID- 19 ... Networking](https://reader034.vdocument.in/reader034/viewer/2022042315/5f030fc67e708231d40757e7/html5/thumbnails/12.jpg)
Features & benefits
and more…
![Page 13: Marketing in Challenging Times - Perthshire Chamber of Commerce · 2020-04-16 · Marketing in Challenging Times Eileen Cooper FIDM · 16 April 2020 . Outline •COVID- 19 ... Networking](https://reader034.vdocument.in/reader034/viewer/2022042315/5f030fc67e708231d40757e7/html5/thumbnails/13.jpg)
![Page 14: Marketing in Challenging Times - Perthshire Chamber of Commerce · 2020-04-16 · Marketing in Challenging Times Eileen Cooper FIDM · 16 April 2020 . Outline •COVID- 19 ... Networking](https://reader034.vdocument.in/reader034/viewer/2022042315/5f030fc67e708231d40757e7/html5/thumbnails/14.jpg)
COVID-19
![Page 15: Marketing in Challenging Times - Perthshire Chamber of Commerce · 2020-04-16 · Marketing in Challenging Times Eileen Cooper FIDM · 16 April 2020 . Outline •COVID- 19 ... Networking](https://reader034.vdocument.in/reader034/viewer/2022042315/5f030fc67e708231d40757e7/html5/thumbnails/15.jpg)
COVID-19
![Page 16: Marketing in Challenging Times - Perthshire Chamber of Commerce · 2020-04-16 · Marketing in Challenging Times Eileen Cooper FIDM · 16 April 2020 . Outline •COVID- 19 ... Networking](https://reader034.vdocument.in/reader034/viewer/2022042315/5f030fc67e708231d40757e7/html5/thumbnails/16.jpg)
Content examples
![Page 17: Marketing in Challenging Times - Perthshire Chamber of Commerce · 2020-04-16 · Marketing in Challenging Times Eileen Cooper FIDM · 16 April 2020 . Outline •COVID- 19 ... Networking](https://reader034.vdocument.in/reader034/viewer/2022042315/5f030fc67e708231d40757e7/html5/thumbnails/17.jpg)
Topical
![Page 18: Marketing in Challenging Times - Perthshire Chamber of Commerce · 2020-04-16 · Marketing in Challenging Times Eileen Cooper FIDM · 16 April 2020 . Outline •COVID- 19 ... Networking](https://reader034.vdocument.in/reader034/viewer/2022042315/5f030fc67e708231d40757e7/html5/thumbnails/18.jpg)
Topical
![Page 19: Marketing in Challenging Times - Perthshire Chamber of Commerce · 2020-04-16 · Marketing in Challenging Times Eileen Cooper FIDM · 16 April 2020 . Outline •COVID- 19 ... Networking](https://reader034.vdocument.in/reader034/viewer/2022042315/5f030fc67e708231d40757e7/html5/thumbnails/19.jpg)
Connecting with emotions
Glenn FisherCopywriter
![Page 20: Marketing in Challenging Times - Perthshire Chamber of Commerce · 2020-04-16 · Marketing in Challenging Times Eileen Cooper FIDM · 16 April 2020 . Outline •COVID- 19 ... Networking](https://reader034.vdocument.in/reader034/viewer/2022042315/5f030fc67e708231d40757e7/html5/thumbnails/20.jpg)
Provoking emotion
![Page 21: Marketing in Challenging Times - Perthshire Chamber of Commerce · 2020-04-16 · Marketing in Challenging Times Eileen Cooper FIDM · 16 April 2020 . Outline •COVID- 19 ... Networking](https://reader034.vdocument.in/reader034/viewer/2022042315/5f030fc67e708231d40757e7/html5/thumbnails/21.jpg)
Channels
![Page 22: Marketing in Challenging Times - Perthshire Chamber of Commerce · 2020-04-16 · Marketing in Challenging Times Eileen Cooper FIDM · 16 April 2020 . Outline •COVID- 19 ... Networking](https://reader034.vdocument.in/reader034/viewer/2022042315/5f030fc67e708231d40757e7/html5/thumbnails/22.jpg)
Content Marketing
![Page 23: Marketing in Challenging Times - Perthshire Chamber of Commerce · 2020-04-16 · Marketing in Challenging Times Eileen Cooper FIDM · 16 April 2020 . Outline •COVID- 19 ... Networking](https://reader034.vdocument.in/reader034/viewer/2022042315/5f030fc67e708231d40757e7/html5/thumbnails/23.jpg)
Content
U-Centric U-Topic
Utilitarian User Generated
U-centric U-topic
Utilitarian UGC
![Page 24: Marketing in Challenging Times - Perthshire Chamber of Commerce · 2020-04-16 · Marketing in Challenging Times Eileen Cooper FIDM · 16 April 2020 . Outline •COVID- 19 ... Networking](https://reader034.vdocument.in/reader034/viewer/2022042315/5f030fc67e708231d40757e7/html5/thumbnails/24.jpg)
Website & SEO
![Page 25: Marketing in Challenging Times - Perthshire Chamber of Commerce · 2020-04-16 · Marketing in Challenging Times Eileen Cooper FIDM · 16 April 2020 . Outline •COVID- 19 ... Networking](https://reader034.vdocument.in/reader034/viewer/2022042315/5f030fc67e708231d40757e7/html5/thumbnails/25.jpg)
![Page 26: Marketing in Challenging Times - Perthshire Chamber of Commerce · 2020-04-16 · Marketing in Challenging Times Eileen Cooper FIDM · 16 April 2020 . Outline •COVID- 19 ... Networking](https://reader034.vdocument.in/reader034/viewer/2022042315/5f030fc67e708231d40757e7/html5/thumbnails/26.jpg)
Advertising
Adx
![Page 27: Marketing in Challenging Times - Perthshire Chamber of Commerce · 2020-04-16 · Marketing in Challenging Times Eileen Cooper FIDM · 16 April 2020 . Outline •COVID- 19 ... Networking](https://reader034.vdocument.in/reader034/viewer/2022042315/5f030fc67e708231d40757e7/html5/thumbnails/27.jpg)
![Page 28: Marketing in Challenging Times - Perthshire Chamber of Commerce · 2020-04-16 · Marketing in Challenging Times Eileen Cooper FIDM · 16 April 2020 . Outline •COVID- 19 ... Networking](https://reader034.vdocument.in/reader034/viewer/2022042315/5f030fc67e708231d40757e7/html5/thumbnails/28.jpg)
![Page 29: Marketing in Challenging Times - Perthshire Chamber of Commerce · 2020-04-16 · Marketing in Challenging Times Eileen Cooper FIDM · 16 April 2020 . Outline •COVID- 19 ... Networking](https://reader034.vdocument.in/reader034/viewer/2022042315/5f030fc67e708231d40757e7/html5/thumbnails/29.jpg)
![Page 30: Marketing in Challenging Times - Perthshire Chamber of Commerce · 2020-04-16 · Marketing in Challenging Times Eileen Cooper FIDM · 16 April 2020 . Outline •COVID- 19 ... Networking](https://reader034.vdocument.in/reader034/viewer/2022042315/5f030fc67e708231d40757e7/html5/thumbnails/30.jpg)
![Page 31: Marketing in Challenging Times - Perthshire Chamber of Commerce · 2020-04-16 · Marketing in Challenging Times Eileen Cooper FIDM · 16 April 2020 . Outline •COVID- 19 ... Networking](https://reader034.vdocument.in/reader034/viewer/2022042315/5f030fc67e708231d40757e7/html5/thumbnails/31.jpg)
![Page 32: Marketing in Challenging Times - Perthshire Chamber of Commerce · 2020-04-16 · Marketing in Challenging Times Eileen Cooper FIDM · 16 April 2020 . Outline •COVID- 19 ... Networking](https://reader034.vdocument.in/reader034/viewer/2022042315/5f030fc67e708231d40757e7/html5/thumbnails/32.jpg)
TikTok & Snapchat
![Page 33: Marketing in Challenging Times - Perthshire Chamber of Commerce · 2020-04-16 · Marketing in Challenging Times Eileen Cooper FIDM · 16 April 2020 . Outline •COVID- 19 ... Networking](https://reader034.vdocument.in/reader034/viewer/2022042315/5f030fc67e708231d40757e7/html5/thumbnails/33.jpg)
Integrate digital with other marketing
SEO
Website
Social Media
Blogs
Sponsorship
Content MarketingWOM
Digital Advertising Apps
Video
Affiliate Marketing
Networking
Advertising
Search
Awards
Events
Leaflets
Branded Merchandise
Collaborations
Radio
TV
Public Speaking
Sales
Signage
Directories
Email Marketing
PPC
Podcasts Webinars
![Page 34: Marketing in Challenging Times - Perthshire Chamber of Commerce · 2020-04-16 · Marketing in Challenging Times Eileen Cooper FIDM · 16 April 2020 . Outline •COVID- 19 ... Networking](https://reader034.vdocument.in/reader034/viewer/2022042315/5f030fc67e708231d40757e7/html5/thumbnails/34.jpg)
![Page 35: Marketing in Challenging Times - Perthshire Chamber of Commerce · 2020-04-16 · Marketing in Challenging Times Eileen Cooper FIDM · 16 April 2020 . Outline •COVID- 19 ... Networking](https://reader034.vdocument.in/reader034/viewer/2022042315/5f030fc67e708231d40757e7/html5/thumbnails/35.jpg)
Test.Refine.Monitor.Repeat.
ROI
![Page 36: Marketing in Challenging Times - Perthshire Chamber of Commerce · 2020-04-16 · Marketing in Challenging Times Eileen Cooper FIDM · 16 April 2020 . Outline •COVID- 19 ... Networking](https://reader034.vdocument.in/reader034/viewer/2022042315/5f030fc67e708231d40757e7/html5/thumbnails/36.jpg)
![Page 37: Marketing in Challenging Times - Perthshire Chamber of Commerce · 2020-04-16 · Marketing in Challenging Times Eileen Cooper FIDM · 16 April 2020 . Outline •COVID- 19 ... Networking](https://reader034.vdocument.in/reader034/viewer/2022042315/5f030fc67e708231d40757e7/html5/thumbnails/37.jpg)
Want more?
Sign up to 1:1 1 hour marketing consultancy sessions for Chamber members on a Friday morning.*one per business
Book in advance.
![Page 38: Marketing in Challenging Times - Perthshire Chamber of Commerce · 2020-04-16 · Marketing in Challenging Times Eileen Cooper FIDM · 16 April 2020 . Outline •COVID- 19 ... Networking](https://reader034.vdocument.in/reader034/viewer/2022042315/5f030fc67e708231d40757e7/html5/thumbnails/38.jpg)
Thank you
www.limetreeconsultancy.co.uk