churchill, union jack flags,

The new Covid – a battle not the whole war

The announcement of a renewed Covid lockdown to Level 3 in Auckland – which affects me and many of my clients seems to be a mixture of ‘here we go round the mulberry bush’ and ‘once more into the breach, dear Friends.’

I can’t decide if it’s Shakespeare or a child’s nursery tale.

Be obedient and diligent

I was reminded this week by Trish Love that Churchill didn’t know how many battles it would take to win a war.  And neither do we.

She wrote

In 1939 nobody knew how long the war was going to last.  But, they did know there would be more than one major battle to finish it.  At every stage, Churchill and others had to navigate with the then current set of circumstances.  They did so with courage and steel resolve.  Our Covid-19 situation is not dissimilar.  It will only be with hindsight that we find its’ full impact and duration.  

If from the future looking back, you were to know that we are currently entering the very early stages of a second major “battle”, what would you do differently if you had that benefit of hindsight?  Consciously consider this now, because we have been told that further lock-downs are a case of when, not if.  Plan for your business needs from the perspective of many potential major economic battles occurring in this war.  Work with us to do so, it is crucial to have external help on your team.  Nobody can do this alone.

And what if, this were to be only the second major economic battle of many, over the next few years?  What if we had 7-8 further lock-downs heading their way towards us?  You might need to change what you do, by further investing in some areas of your business, but ration other areas.  The rationing may need to be on your discretionary spending, subject to your business needs.  

Covid is our modern day battleground.

Our goal is survival, thrive if possible, and adapt and renew.

All big ‘asks’ for a business community under pressure.

What we learned already

From the last lockdown we all learned fast. Take a look back at the recession marketing video articles I wrote if you need a refresher.

  • Use what we learned already
  • Look out for each other – help, offer, support
  • Don’t be ashamed to ask for help
  • And consider Scenario Planning as a tool for your future outlook
Vaughan Winiata and Rebecca Caroe video

Looking for marketing answers

The uncertainty and change facing us is a new challenge.  I have been doing short mini videos through the lockdown.  They were designed to give fast tips for action.

Now I’m hosting longer form discussions with a locals who are smart thinkers and smart do-ers.

I want to know what the Government is doing for SMEs.  And so I booked two interviews.  One with a business owner and one with a member of the Small Business Council working with MBIE.  What they told me shows how far we have to go and the sort of resources YOU can expect to get in the form of support for your business future.

SMEs and public policy

First up is Vaughan Winiata – we are talking about small medium enterprises in New Zealand.

New Zealand businesses are facing an uncertain future.

  • What is the SME landscape
  • What skillsets are needed to advance an SME business?
  • Bridge-building to Wellington policy makers
  • What are your Top 3 things you would like Stuart Nash Minister for Small Business to address in the $20 Billion budget set aside for assistance for SMEs


Andy Hamilton is on the Small Business Council

Andy and I talk tips and tricks for business owners facing challenges.

  • The landscape of SME business owners and how they are faring in Lockdown
  • Have you worked in a recession before or not?
  • Can New Zealand go digital?
  • Should all firms be direct to consumer DTC?
  • Which model of capitalism do we want? Stakeholders are more than shareholders – they include customers, suppliers and staff
  • Small Business Council and working to improve business life for SMEs


Marketing for short planning horizons

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.

Rush into eCommerce during Lockdown

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…

Set up your online shop

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.


Proactive Recession Marketing

3 things you can do today to help your business through this recession.

  • Build the mailing list
  • Find where your audience is hanging out (Use Alexa to do site ranks by country)
  • Display advertising can get rapidly updating messages out.
    • Are you open?
    • Does mail order work?
    • Can you deliver?
    • Are there restrictions?
    • What’s your substitutes policy?
    • Payment options?