Is it Time for a Marketing Partnership Change?

Jackie Hoegger - Owner

Written by Jackie Hoegger

6 signs to consider

Face it – we’re all suffering pandemic fatigue in our personal lives and business endeavors. But now is the critical time to assess the future, both in weathering the crisis and being ready for the new normal – whatever that might be.

One vital area to consider should be your business’s marketing plan. The key question is, will your pre-pandemic marketing strategies work going forward?

 

Probably not. It’s overly optimistic to think economic disruptions won’t have some lasting impact on your business.

It’s time to think about your marketing strategies – and maybe consider changing your partners.

Here are 6 signs that adjustments may be necessary:

  1. A changing consumer base

The pandemic has changed how people shop. Store closings and a public reluctance to venture out may have already impacted your business. Don’t presume everything will go back to “normal”. Your strategy must acknowledge and respond to change. As people shop online in greater numbers, this is especially true in your digital footprint.

  1. Abrupt changes in customer behavior

 

At the beginning of the pandemic businesses saw an overwhelming demand for essentials like food, cleaning supplies – and toilet paper. As people settled into life with Covid-19, home entertainment products like games, toys, and books became hot sellers. Clothing and jewelry sales have suffered. (Who needs to gussy up to stay at home?) More volatile changes are possible, and your messages must respond to them quickly and effectively.

 

 

  1. A tightening budget

 

Every penny counts now, and every marketing dollar has to be spent to maximize your Key Performance Indicators (KPI) within a constricted budget. This may mean streamlining your partnerships. Many companies farm out elements of their strategy to different agencies – one for TV, one for print, another for digital, etc. Consider a partner with a holistic approach that can create and implement a winning, cost-effective strategy.

  1. A squeeze on resources

The virus has led to layoffs and furloughs. In some companies where online marketing is done in-house, it’s often the first to feel the pinch. Duties may be shuffled to an overburdened employee who lacks expertise. Sadly, this happens at a time when expert marketing is most crucial. Consider outsourcing to a partner that can hone your strategy without breaking your budget.

  1. Audience backlash

 

The pandemic means companies must be sensitive to changing attitudes and ensure all messages reflect today’s reality. A picture of people partying at a nightclub was innocuous a few months ago but sends the wrong message today. We also live in a time of extreme social and political unrest that presents a minefield of audience sensitivities that require vigilant monitoring of your messaging by expert eyes.

  1. New opportunities in traditional media

 

While the trend is definitely digital, the pandemic has sent Americans back to traditional media in huge numbers. Despite bigger audiences, the economic downturn has ravaged media advertising revenue. Look for a partner that can integrate a strategy that takes advantage of ad discounts in print, radio, and outdoor. Television still reaches more than 300 million people. That’s almost everybody.

Given the importance of marketing and advertising now, ask yourself – do you want to entrust your strategy to a scattering of partners (many chefs in the broth in an expensive kitchen)? Or rely on a misplaced employee who has no idea what Search Engine Optimization is and is clueless about reading metrics?

Maybe it’s time for a partner whose mission is to tell your story to customers in a personal way that meets their needs today – and tomorrow.

At Hoegger Communications we deploy a strike team of talented professionals who explore all marketing and advertising opportunities and implement a winning and cost- effective strategy for you.