Hertfordshire Chamber of Commerce Chamber... · 2020-04-16 · Hertfordshire Chamber of Commerce...
Transcript of Hertfordshire Chamber of Commerce Chamber... · 2020-04-16 · Hertfordshire Chamber of Commerce...
This webinar is brought to you by
Hertfordshire Chamber of Commerce
in partnership with
Hertfordshire Growth Hub
Hertfordshire Growth Hub
At the centre of Hertfordshire’s business support ecosystem - working closely with local and national B2B service providers to support businesses
Enables businesses at any stage to access support services across the county
Delivered by an experienced consortium led by business support services provider Exemplas, with the University of Hertfordshire and Hertfordshire Chamber of Commerce
COVID-19 Support
Dedicated COVID-19 Business Resource Page and Hubwww.hertsgrowthhub.com/covid-19
One to one advice from experienced Advisors
Webinar and Expert Panel Q & A sessions
Contact us
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Tel 01707 398168
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Email [email protected]
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C H E R Y L L U Z E T I 1 5 . 0 4 . 2 0 2 0
WA G A D A’ S D I G I TA L M A R K E T I N G
EF F ECTI V E M A RK ETI N G I N A CRI S I S
S U C C E S S F U L L Y D E L I V E R I N G O N L I N E
V I S I B I L I T Y F O R A M B I T I O U S C L I E N T S
www.wagada.co.ukC h e r y l L u z e tM a n a g i n g D i r e c t o r
W a g a d a
Why you shouldn’t reduce marketing activity…
Pizza Hut and Taco Bell
In the 1990-1991 recession, Pizza Hut and Taco Bell capitalisedon McDonald’s reduction in advertising and promotion. This led to Pizza Hut increasing sales by 61%, Taco Bell by 40% with McDonald’s declining by an enormous 28%. (Forbes)
“I thought about it and decided not to take part.”
- Sam Walton, founder of WalMart, talking about the 1990 recession
“I thought about it and decided not to take part.”
- Sam Walton, founder of WalMart, talking about the 1990 recession
Why you shouldn’t reduce marketing activity…
Pizza Hut and Taco Bell
In the 1990-1991 recession, Pizza Hut and Taco Bell capitalisedon McDonald’s reduction in advertising and promotion. This led to Pizza Hut increasing sales by 61%, Taco Bell by 40% with McDonald’s declining by an enormous 28%. (Forbes)
B E P R E P A R E D T O A D A P TT O C R E A T E O P P O R T U N I T Y
Manylocalbusinesseshavebeenputtingtheirskillstogoodusetohelpthebusinesscommunity.
I N T H E C U R R E N T C L I M A T E ,M A R K E T E R S W I L L N E E D T O T H I N K
S H O R T A N D L O N G T E R M
www.wagada.co.uk
So where do we start?
So where do we start?
Situation Analysis: Where are we now?
Objectives: Where do we WANT to be?
Strategy: How do we get there?
Tactics: How EXACTLY do we get there?
Action: What is our plan of action?
Control: Did we achieve our objectives?
M A R K E T I N G M E S S A G E S I N A T I M E O F C R I S I S
www.wagada.co.uk
Match the Message and the Platform…
Create a mission statement for each of your channels:• Facebook is best for acquiring new customers via paid
advertising. • Instagram is where you build brand affinity with existing
customers. • Twitter is where you engage press and industry influencers.• LinkedIn is where you engage existing employees and
attract new talent. • YouTube is where you support existing customers with
education and video help content
Family Values…
A D VA N T A G E S O F S O C I A L M E D I A I N A T I M E O F C R I S I S
Why is social media so important?
• Usage is up during the Coronavirus – 40 to 50%*• Humanise your brand• Build familiarity• Develop community and loyalty• Build brand awareness• Engage with your audience• Help your customers get to know you and what you stand for• Sell without selling
* https://about.fb.com/news/2020/03/keeping-our-apps-stable-during-covid-1
Match the Message and the Platform…
Create a mission statement for each of your channels:• Facebook is best for acquiring new customers via paid
advertising. • Instagram is where you build brand affinity with existing
customers. • Twitter is where you engage press and industry influencers.• LinkedIn is where you engage existing employees and
attract new talent. • YouTube is where you support existing customers with
education and video help content
Refine your brand voice
DON’T BE BLAND…
STAND OUT FROM THE COMPETITION…
Refine your brand voice
Everybody likes:
But some people love…
Refine your brand voice
What are you looking to convey?
fun exciting honest intelligent switched on vintage colourful youthful casual rural
artistic outdoor wild spontaneousorganised planned warm minimal authentic
niche city life popular innovative fun place to work opportunities training
human personal customer servicefashionable mature modern
business like professional trustworthy responsibleinspirational cheeky quirky
Refine your brand voice
What are you looking to convey?
fun exciting honest intelligent switched on vintage colourful youthful casual rural
artistic outdoor wild spontaneousorganised planned warm minimal authentic
niche city life popular innovative fun place to work opportunities training
human personal customer servicefashionable mature modern
business like professional trustworthy responsibleinspirational cheeky quirky
Refine your brand voice
B E V I S I B L E
www.wagada.co.uk
Refine your brand voiceDuring the global pandemic, consumers can’tvisit your storefront
or business location…
GoogleMyBusinessBRIDGESTHEGAP
betweenyourwebsiteandtheconsumer
Refine your brand voice
§ Addimages§ Addeventsandnews§ Addquestionsandanswers§ Checkcategory§ Addressconsistency
Google My Business
Refine your brand voice
Why are Reviews so Important?
• Thestarsreallystandout• Greatforconversions/clickthroughs
• Googlecanverifythereviews
Howtomakethemmoreeffective:• Getthekeywordinthereview• Respondtoeachreview
“The coronavirus crisis will test us all, but marketers need to think long-term and keep building their brands, protecting their staff and honouring their values.”
- Mark Ritson, Marketing Week
Any Questions?
Stay Safe!
S U C C E S S F U L L Y D E L I V E R I N G O N L I N E
V I S I B I L I T Y F O R A M B I T I O U S C L I E N T S
www.wagada.co.ukC h e r y l L u z e tM a n a g i n g D i r e c t o r
W a g a d a
@wagada_stalbans
www.facebook.com/wagada
www.linkedin.com/wagada
www.instagram.com/wagadahq