ANTI-CRISIS MARKETING
Table of contents
SITUATION MANAGEMENT
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WHAT ACTIONS WILL HELP YOU NOT ONLY STAY IN THE MARKET BUT ALSO GET IN THE PLUS DURING A CRISIS?
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It is worth pausing communication with subscribers, clients and partners for a while, and they very quickly lose interest and go to competitors, who, in turn, have adapted and rebuilt their business and consumer email list marketing strategy in time. As soon as you free up space in the information field, it is immediately occupied by more enterprising companies, and people easily forget about your offer in the huge flow of new information. Even in a crisis, people continue to buy, but at the same time they change their preferences and consumer habits. Therefore
, companies also need to reconsider their offer for relevance and advantages, but they should not stop advertising activity, otherwise they can very quickly lead to a loss of brand recognition.
If your own team cannot cope with the tasks of adapting your marketing strategy, you can turn to an external consultant or crisis manager.
This is a specialist who will be able to determine the sequence of correct actions taking into account the state of the company and its goals in the market.
After conducting a full audit, the manager creates a new strategy aimed at restoring the company's efficient operation, eliminating financial problems and creating a positive attitude among employees.
Thanks to the work of the crisis manager:
— an audit of business resources is conducted, budget expenditures are optimized based on an analysis of their justification and impact on the company's profits,
— market segments with growth or stability are identified, needs are determined, and a positioning strategy is developed;
— a plan for modifying products and services that will be adequate to the consumer's situational demand is implemented, price offers are adjusted;
— most of the efforts are directed at that part of the clients and target audience that shows greater loyalty;
— client behavior during a crisis is assessed, and advertisements, promotion channels, and lead magnets are changed in accordance with it.
Do not stop or panic in the new conditions, but make changes to the strategy and change the work plan.
You need to quickly solve problems, but do not go to extremes and do not close business areas without trying to reconfigure its processes to the current realities.
Also, do not abruptly change the budget policy in marketing before it is adequately rebuilt to the changed reality.
Consider new formats of activity and assess the possibilities.
For example, during the pandemic, many cafes switched to the “takeaway” format, added the ability to order at home, and not only did not go bankrupt, but also expanded their customer base.
Adapt your product or introduce a new one - depending on customer demand in difficult conditions. If your audience does not change, but only decreases, then its requests may change quite seriously. This must be taken into account first of all when revising advertising campaigns.
Constantly maintain contact with the audience, offer them more benefits than before in order to generate loyalty: through social networks, via email, via telephony, through your own website. We do not let ourselves be forgotten, we continue to promote the site, we support people. Even if now they do not have the opportunity to buy anything, then later they will come back to you.
If all the measures taken prove insufficient for short-term payback or the owner decides to change the type of activity to a more promising one in the new market conditions, then an anti-crisis manager-marketer will help to sell the business competently and with the greatest benefit or find partners to transfer operational management.
It is thanks to marketing that a business can stay afloat and come out on top. A stable company that cares about its customers, creates a relevant offer and loyalty programs instills calm and confidence in people in troubled days.
And given that many are now choosing the wrong tactics, leaving the market or taking an illiterate approach to promotion, losing their budget - there is more space and less competition in the business sphere.
A crisis is not only a test. These are also new opportunities that you need to be able to take advantage of, which is where anti-crisis marketing helps.
