Marketing during COVID-19

Doing Marketing Differently During the COVID-19 Crisis
Speakers: Jeff Jimerson and Logan Hoffman
What is Marketing?
- Marketing is about establishing relationship with customers
- Marketing is communication is branding
- Go to: generate brand awareness
- Authenticity, not gimmicks
- At this time, transparency is more important than ever
Steps to take in order to set up a successful marketing 
1. Defining value proposition
2. Understanding your audience: Who uses your services most frequently? What types of communication appeals to them the most?
3. Communicating in your authentic voice: Straightforward? Soft and caring? Tone and attitude should be the same as the customer, and you should just be yourself.
Different ways to do marketing:
- Digital Marketing: marketing efforts using digital media (Social media, pay-per-click, online PR)
- Inbound Marketing: Attracting people that are already interested
- Mass Marketing: Billboard and TV ads, targets a more broad audience by focusing on targeting larger groups of audience
- Search engine Marketing: marketing "clicks"
- Email Marketing: often very targeted
- Contribution Marketing: asking "what do we have to give?" (money, referrals, time)
  • Not all contribution marketing is intentional
  • Less about selling, more about giving
  • Ex: Stutzman plumbing giving high school t-shirts, selling into future customers
  • Stutzman plumbing also gave away laptops to support distance education in this time
  • Shows Stutzman plumbing’s marketing strategy during COVID-19


Why do marketing during COVID?
1. Maintain visibility and connection
2. Anticipate and answer questions
3. Building your brand for goodwill
Taking care during this crisis:
Be aware: knowing what's going on around you (Ex. Understanding the current social distancing and lock down regulations)
Be tactful: 
Be empathetic:
  • People over profits: prioritizing customer well being over sales profit
  • Prioritize and pivot: shifting your marketing approach (message, ads, social media) to support the community

madcollective.com for a no-cost marketing or branding strategy session with Madison Avenue Collective

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