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Post Corona Virus Marketing

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Tim McKane Communications
Tim McKane Communications

How to market in the new world of digital, talking to specific audiences about their needs and motivations.

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Post Corona Virus Marketing
BREAKFAST
THE CONTEXT • The customer is in control of their media choices • They can compare product prices, reviews and availability • They are not interested in advertising • They are interested in making their own lives better • They are social and interactive with friends and families • They are not interactive with sales messages.
WHAT IS MARKETING ALL ABOUT? Behaviour – What people do!
YOUR CURRENT CUSTOMERS Take some time to think about them… • Why did they buy from you? • Do those criteria still apply? • Can you sell to them again? • Have you been in touch with them? • Are plans in place to get in touch? • What are you going to say?
NEW CUSTOMERS Who are they? • Why will they buy from you? • What are the real benefits for them buying from you? • What are their motivations? • How are you going to find them? • Why will they engage with you? • What are you going to say?
CORONAVIRUS – THE IMPACT What has changed? • Shopping – more online, different products, less impulse, more focus, more thought. • Online – more people using more online tools for shopping, communication, entertainment • Incomes – people are under pressure • Businesses – what are they going to spend their reserves on? • Necessities – what are they?
AUDIENCE FIRST MARKETING Question – one at a time. • How much time does the senior management team in your business talk about the customers? • What processes are in place to think about them? • Is marketing represented on your board or senior decision making team? • Will they spend more or less on marketing when we move towards a post Corona market?
AUDIENCE FIRST MARKETING What does thinking about your audience mean? • What is their first engagement with you going to be? • Will they think that you are thinking about them? Or sending generic messaging? • Will they want to engage with your messaging? • Will they want to be “sold to” or engaged. • Where will you talk to them? Are you interrupting them or helping them?
AUDIENCE FIRST THE PERSONA A person to be engaged with relevant messages Their interests open doors for content development Age and gender specific content works for them Talking to not at creates a two- way opportunity Leads to a call to action Delivers behavioural change
THE PROCESS Who is most likely to want to engage? “I want – so that” a simple process to understand behaviour Think about what they want out of life Workshop it with colleagues Use the “So that’s” to inform content Engage specific audiences
THE CONTENT – EXAMPLES -
THE CONTENT – TOPICS Sport TV and Film Music Celebrities Business Current Affairs and News
THE FUNNEL Awareness Be seen Engagement Be interesting Consideration Give reasons act Consideration Give ways to act Conversion Do Something Conversion Measure
ADVERTISING – TARGETED CHANNELS Facebook All personas Twitter – 30 + news and sports Instagram 15+ music and tv Linkedin – 25+ at work Google – Be found on search Youtube 15+
MEASUREMENT Google Analytics Every click Facebook Insights Zymplify Dashboard All channels All traffic sources Calls to Action Responses Conversion Measure
MEASUREMENT
DISCUSSION
THANK YOU Any Questions?

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Post Corona Virus Marketing

  • 3. THE CONTEXT • The customer is in control of their media choices • They can compare product prices, reviews and availability • They are not interested in advertising • They are interested in making their own lives better • They are social and interactive with friends and families • They are not interactive with sales messages.
  • 5. YOUR CURRENT CUSTOMERS Take some time to think about them… • Why did they buy from you? • Do those criteria still apply? • Can you sell to them again? • Have you been in touch with them? • Are plans in place to get in touch? • What are you going to say?
  • 6. NEW CUSTOMERS Who are they? • Why will they buy from you? • What are the real benefits for them buying from you? • What are their motivations? • How are you going to find them? • Why will they engage with you? • What are you going to say?
  • 7. CORONAVIRUS – THE IMPACT What has changed? • Shopping – more online, different products, less impulse, more focus, more thought. • Online – more people using more online tools for shopping, communication, entertainment • Incomes – people are under pressure • Businesses – what are they going to spend their reserves on? • Necessities – what are they?
  • 8. AUDIENCE FIRST MARKETING Question – one at a time. • How much time does the senior management team in your business talk about the customers? • What processes are in place to think about them? • Is marketing represented on your board or senior decision making team? • Will they spend more or less on marketing when we move towards a post Corona market?
  • 9. AUDIENCE FIRST MARKETING What does thinking about your audience mean? • What is their first engagement with you going to be? • Will they think that you are thinking about them? Or sending generic messaging? • Will they want to engage with your messaging? • Will they want to be “sold to” or engaged. • Where will you talk to them? Are you interrupting them or helping them?
  • 10. AUDIENCE FIRST THE PERSONA A person to be engaged with relevant messages Their interests open doors for content development Age and gender specific content works for them Talking to not at creates a two- way opportunity Leads to a call to action Delivers behavioural change
  • 11. THE PROCESS Who is most likely to want to engage? “I want – so that” a simple process to understand behaviour Think about what they want out of life Workshop it with colleagues Use the “So that’s” to inform content Engage specific audiences
  • 13. THE CONTENT – TOPICS Sport TV and Film Music Celebrities Business Current Affairs and News
  • 14. THE FUNNEL Awareness Be seen Engagement Be interesting Consideration Give reasons act Consideration Give ways to act Conversion Do Something Conversion Measure
  • 15. ADVERTISING – TARGETED CHANNELS Facebook All personas Twitter – 30 + news and sports Instagram 15+ music and tv Linkedin – 25+ at work Google – Be found on search Youtube 15+
  • 16. MEASUREMENT Google Analytics Every click Facebook Insights Zymplify Dashboard All channels All traffic sources Calls to Action Responses Conversion Measure