COVID-19 Impacts

Tearing Up Your 2020 Plan Part I: Opportunities to Change with the Times

This is a strategy from Tearing Up Your 2020 Plan: How To Get Through The Coming Recession:

  • Part I: Opportunities to Change with the Times
  • Part II: How to Find Out What’s Changing, for Whom, and How
  • Part III: Estimating Demand for Your Business During COVID-19
  • Part IV: What Google Knows vs. What the Marketer Shows
  • Part V: How is Your Customers’ Language Changing?
  • Part VI: Using Search to Improve Customer Experiences

Watch the Video:

Read the Transcript:

Your Opportunity to Change with the Times

Before we start killing marketing budgets, exhaust these opportunities:

Product

Launching new things to serve new needs.

Pricing

Offering more for free or extended payments or low cost versions or a prepayment discount.

Positioning

Highlighting your product as a solution to a different newly relevant type of problem.

Tactics

Changing your marketing; where you’re doing your marketing, how you’re doing your marketing, what you’re trying to accomplish with it. The channel balance, all those kinds of things.

We better invest in these places before we just cut entirely. We don’t know whether we could preserve demand, preserve jobs, grow our market share, be more competitive on the other side of this.

Key Takeaways

Up Next: Part II: How to Find Out What’s Changing, for Whom, and How


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