Here are 6 tipps for doing it the right way:

First, analyze your current situation and update your SWOT matrix.
Markets have changed so will your Threads and Opportunities.

Second, adjust your pitch.
Customers have different pains now so you probably need a different USP.

Third, ask yourself which of your existing solutions and VAS can now help shippers best?
Focus on these services and your existing customer base.

Fourth, finetune your SEO, SEA and CTAs in relation to your “new USP“.
In light of the crisis change to even more usefull content.       

Fifth, intensify the dialog with your customers and potential shippers, update your website.
To be most efficient focus on your two best established social media channels.

Sixth, only then look for expendables in your marketing budget.
Postpone those (and only those) activities which will not help to achieve your new sales strategy

Der Beitrag Time to cut your marketingbudget? erschien zuerst auf Herzig Marketing.

This virus will change markets. Dramatically change! Nations, society, industry and trade are in crisis mode. Three thoughts on the question, what can, what must marketing managers do now?

1.  Bring internal communication into focus

Companies now need an “all hands on deck” mentality. The prerequisite for the extra commitment now required is transparent internal communication; employees must be actively informed about the company’s situation. Clear statements from the management, especially the HR department, are at least as important as updates on operational processes. 2.  Customers, leads and multipliers

In addition to the natural dialogue with customers, the lead-nurturing processes and PR should be adapted. Aadvertising booked months ago, is currently getting rather little response, target groups (especially B2B) now have different paints, logically, content, PR and media plans should be adapted at short notice.

3.  Budgets and milestones

Productions, events and measures are currently set to pending. This changes project and expenditure plans. The motto must be “Smart Budgets”. Shifts e.g. towards online, resource and liquidity protection through prioritization and savings.

We take our role to advise very seriously. In order to support them, we offer our customers and SME entrepreneurs from the logistics industry an initial exchange of ideas on now sensible and necessary measures without obligation.

Now more than ever, we will all have to act together. If you need advice from us, please let us know.

Der Beitrag Marketing in times of crisis erschien zuerst auf Herzig Marketing.