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So to explain the Covid marketing phenomenon let’s use one of my actual clients. I love this client. He throws money at everything I recommend from and is incredibly successful. He owns 13 thriving business and I built every single one from the ground up with total creative freedom. All of them profitable, all of them thriving with constant and exponential growth.
Here we have a brand new franchise endeavor with many locations he’s just bought. Notice below the chart which shows ad traffic (we’ll talk conversions later) since the beginning of Covid. He opened about a year before Covid hit America and was already ramping up nicely. A small hold while the market froze in shock from the pandemics start, then a steady chug upward.
Since the beginning of summer this client’s business has quadrupled steadily. Covid and the good Lord are doing right by this client for as his phone is ringing off the hook. Note Yelp’s forecast algorithms are saying here that the next month should be more than double this month. These numbers are crazy because not only am I running a half dozen other marketing platforms and avenues for them, this is only 1/6 his total marketing budget. These are the kinds of numbers you want search engines like Google to spin on their heel and say, “this company is has been defined by our users as ‘authoritative’ in this industry.” That’s where you want to be.
Screenshot from one of our actual customers from mid July 2020.
My favorite part of my job is when everyone wins; my client, myself and the end user. A recurring conversation we have (and any great marketing agency has) is when the client constantly thanks us for “single-handedly” creating/saving their business by creating this huge influx of customers from my marketing endeavors. Since we will only work with great products and great people, we know it’s going to be a win win win everytime. And I mean everyone wins.
What makes a killer product, service or brand? While want and need may be two totally different things, either will work in marketing a product or service. Push the unique advantage and make sure it’s a uber-creative doing the legwork here. According to Andrea Reid at entrepreneur.com, “long-term studies show that the right approach during economic uncertainty is to increase — not decrease — your marketing spend. The last thing you want is to be caught flat-footed and find yourself lagging your competitors when the economy revs up again.
An ongoing study we’re conducting with our sister company Reach3 Insights recently found that 76% have recently picked up new habits, behaviors and routines in the wake of COVID-19. Of those people, 89% said they plan on keeping some of their new habits. Consumers are also trying new products, with 36% planning to continue using new brands they’ve tried after COVID-19.
Now is not the time to rely on assumptions. Any data you have from 6 weeks ago—let alone 6 months ago—is already out of date. As the consulting firm Gartner recently advised, CMOs must be proactive in monitoring changes to customer behaviors and purchasing needs while the crisis is unfolding.”
Stay positive everyone! We all know our mental state affects and controls everything around us so… stay positive and creative! Leave a comment below if you like, I’d love to hear from you. Be well ~ JML
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