Messaging for marketing campaigns during Covid19
We realise the super-short time horizon that we can work on.
Plan for the immediate future. Do campaigns that work within a 1 week time horizon.
Look at Superdrug’s campaign – be kinder and make smarter choices for our planet and the relationships between brands and customers. Be cautious and careful about making predictions.
When will consumer spending get back to pre-Covid19 levels?
It’s a gigantic question with huge implications for marketing and the world economy. Early clues are coming out and if you know where to look, you will be able to improve your marketing planning.
This week I saw two research reports which start to show clues about how different retail sectors are responding.
The first is from Datamine – an analytics firm – who took credit card transaction data and disaggregated it by spend type to create a year on year comparison of how New Zealanders are buying.
Total online retail spend NZ Feb-Apr 2020
It also provides a breakdown by sector – comparing year on year as well as online versus total spend. Supermarkets and Liquor stores make particularly good reading.
Getting insight into how US consumers are using their Government-provided stimulus cheques has come from Klaviyo – this is interesting as it separates “essentials” for households from “New Essentials” which Lockdown has emphasised such as electronics, home improvement and toys/hobbies as well as online entertainment companies.
US stimulus check spend on retail
I’ve done micro-polls on Facebook, and detailed audience surveys from subscribers to website browsers during this recession.
Do your own and use it to interpret this public research into the context of your brand and audience.
The top of the funnel is ready to be filled again.
It is imperative that all marketers restart advertising and early-stage communications.
We look at Google AdWords and the Google AdWords optimiser AI software.
Would you consider doing mini videos? We get good feedback from these ones.
The Superdrug campaign
Superdrug’s kinder and smarter campaign icons
If you have missed past episodes – here’s the playlist of Recession Marketing mini videos
Post-lockdown marketing is not going to be anything like we did before. There are new constraints and new opportunities – it’s up to us to start to find what these are new.
Continuing my lockdown series of mini videos for marketers.
How can we improve funnels to get more revenue per customer?
Continuing our series on lockdown marketing tips – how about doing a survey of your customers?
Writing tone of voice aligned with brand values is a powerful marketing tool.
This email is so powerful because the structure of this message is aligned to brand values
The full text
Dear SoundCloud Creators,
Since our founding, SoundCloud’s mission has been to give people the power to share, connect and grow through music.
As the coronavirus crisis has unfolded, we’ve seen a global outpouring of tracks on SoundCloud — with a 50% surge in creators uploading in the past month alone. But behind this creative response, we know there continues to be financial loss and uncertainty for our creator community.
Last week we rolled out our first wave of creator support — our partnership with Twitch, 50% off SoundCloud Pro Unlimited, a resource guide and weekly creator office hours with our artist relations team — to help with the impact some of you are facing. This felt like a good start, but we want to do more for the long term.
Today, we’re accelerating a series of new initiatives and over $15M in direct investment to support creators on SoundCloud during this difficult time.
We understand our efforts here are no match for the care providers on the frontlines of this global crisis. But we will continue to look for ways to support our global SoundCloud community, so you can keep sharing music we can all turn to in these challenging times, and long into the future.
Kerry
Today’s first quick marketing tip is about Competitor analysis – find out what your competitors are doing to market at this time
Open a search window and type your brand name vs.
Wait and see what auto complete suggests.
Then do it again for the suggested name. I did the Warehouse vs and it suggested Kmart. Then I did Kmart vs…
Getting online for ecommerce is happening for many brands due to the lockdown.
Ensure that your proposal suits your current need, the speed you need to roll it out and the ability of your marketing team to execute.
The video explains why.
How frequently should you message your customers during the Covid-19 lockdown?
Google my Business has a new tab with Covid19 status for your business – useful to update folks if you are open or not.
And the new Facebook layout seems to have relaxed flood control for messenger.