Hertfordshire Chamber of Commerce in partnership with Hertfordshire - - PowerPoint PPT Presentation

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

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Dedicated COVID-19 Business Resource Page and Hub www.hertsgrowthhub.com/covid-19 One to one advice from experienced Advisors Webinar and Expert Panel Q & A sessions

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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

EFFECTIVE MARKETING IN A CRISIS

S U C C E S S F U L LY 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.uk

C h e r y l L u z e t M 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 capitalised

• n 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 capitalised

• n 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 T T O C R E AT E O P P O R T U N I T Y

Many local businesses have been putting their skills to good use to help the business community.

I N T H E C U R R E N T C L I M AT 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 spontaneous

• rganised planned warm minimal authentic

niche city life popular innovative fun place to work opportunities training human personal customer service fashionable mature modern business like professional trustworthy responsible inspirational 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 spontaneous

• rganised planned warm minimal authentic

niche city life popular innovative fun place to work opportunities training human personal customer service fashionable mature modern business like professional trustworthy responsible inspirational cheeky quirky

Refine your brand voice

B E V I S I B L E

www.wagada.co.uk

Refine your brand voice During the global pandemic, consumers can’t visit your storefront

• r business location…

Google My Business BRIDGES THE GAP between your website and the consumer

Refine your brand voice

§ Add images § Add events and news § Add questions and answers § Check category § Address consistency

Google My Business

Refine your brand voice

Why are Reviews so Important?

• The stars really stand out
• Great for conversions/click

throughs

• Google can verify the reviews

How to make them more effective:

• Get the keyword in the review
• Respond to each review

“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 LY 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.uk

C h e r y l L u z e t M 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 info@wagada.co.uk www.instagram.com/wagadahq