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Marketing adviser offers companies tips for marketing during crisis

Ryan Dohrn shared strategies during a webinar hosted by the Observer Media Group.

  • By Business Observer Staff
  • | 1:00 p.m. April 8, 2020
  • | 2 Free Articles Remaining!
Courtesy. The Observer Media Group, owner of the Business Observer, hosted a webinar with marketing, sales, leadership and team performance adviser Ryan Dohrn on April 1.
Courtesy. The Observer Media Group, owner of the Business Observer, hosted a webinar with marketing, sales, leadership and team performance adviser Ryan Dohrn on April 1.
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In the wake of the coronavirus, businesses have had to rewrite their playbooks.

To help organizations determine what strategies to take in the weeks ahead, the Observer Media Group, publisher of the Business Observer, hosted a webinar with marketing, sales, leadership and team performance adviser Ryan Dohrn on April 1. Dohrn is the founder of media strategy firm Brain Swell Media.

About 615 people registered for the webinar about crisis marketing and survival strategies for businesses. Dohrn presented several strategies for companies to harness to make it through the COVID-19 pandemic and then thrive once it’s over.

Highlights include:

  • Don’t necessarily follow the lead of other businesses. They may not be making good decisions.
  • Consumers are restless. Most of them have jobs; they’re just changing how they engage with businesses.
  • Businesses should focus on delivering promises made to their core customers first. Existing customers are more likely to buy from a company again.
  • To reward current customers, consider offering loyalty programs, upgrades to VIP services and deferment of payments. Be proactive by getting in front of customers with messaging.
  • During a crisis, advertising copy should change. Businesses should thank customers for their loyalty, invite customers to buy from them online, provide alternate hours and tell customers the company cares about them.
  • Companies that continue to market through a crisis will come out ahead. When the crisis is over, companies top of mind will be flooded with business.
  • Partnerships are key. Work with industry associations, media partners and other business owners. Businesses can push customers back and forth between each other. Live where customers live during a crisis by aligning with media newsletters and websites.  
  • Businesses should segment their email list into specific, focused groups. This is not a time for mass email marketing — customization is king. If possible, reach out to customers on a first-name basis.
  • Consider educating customers by offering a webinar about an area of expertise. 

Click here to view the slides from Dohrn's presentation.

 

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