Marketing Planning During Covid-19 Updated April 14, 2020 Ripson - - PowerPoint PPT Presentation

Media Relations and Marketing Planning During Covid-19

Updated April 14, 2020 Ripson Group

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Stay in Contact

• When you’re constantly having to make changes to adapt to an

ever-changing situation, it’s imperative that you let your customers know what you’re doing and when.

• Keep your customers aware of any changes to day-to-day
• perations.
• Be sure to include details your customers should know about,

like your hours, product availability, and any precautions you’re taking regarding the virus.

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Communicate with Your Customers

• Update your Website
• Email your Customers
• Reach Out – Make Phone calls to your

Customers

• Post to social channels and pin those posts to

the top of your feed if possible.

• Update your details on your Google My

Business profile and any other sites where you have a listing.

• If you have a physical location, think about

hanging signage in your windows and around the store.

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Marketing During this Time

Yes, it’s okay to market your business during this time. But you must be sensitive to the current situation and respectful of your audience and the situation they are also going through. Letting people know about the changes you’ve made is a great place to start. Use the channels mentioned above to communicate on a consistent basis. Of course, consider your unique situation to gauge the most appropriate path forward.

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Engage Customers with Compelling Content

Remember Content is King

Provide your audience content via social media – engage with them. Showcase what you are doing and use

• video. People want

to see you and your business Talk about how your businesses are being creative in this unusual time Write a blog – share it on social on your website – share it on Patch.com

Be Sensitive and Respectful Given the Environment.

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Media Relations During a Crisis

The Media (broadcast, print, blogs, radio) are all looking for good news stories and how businesses are helping each other. Stories Ripson Group Created for Lakeview Businesses Since Mid March:

• Thursday on FOX Chicago The Kids Table will be on the morning

news talking about their virtual classes. They were also featured on WGN & NBC 5 Chicago.

• We’ve also helped Heritage Bikes tell their story in the Chicago

Tribune with Phil Vettel talking about the emergency grant they received.

• CBS 2 Chicago spoke with Elena from the Kids table about the

Small Business Loan process

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Media Relations During a Crisis

WGN’s Julian Crews spoke with Dillon Goodson

• n Friday about the impact cancelling summer

events has on the chambers and the businesses. The Music Playhouse is doing super fun virtual classes for kids and we’ve helped them tell their story with FOX Chicago & we’re working on a WGN & NBC Chicago story for them Also we are working with a few restaurants to tape their own food demos and share with local news media. It has been highly successful

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Media Relations During a Crisis (continued)

• Doing something unique and are a member of the

Lakeview Chamber?

• Let us know, Ripson Group can work to get some

media coverage around the idea

• Create a News Release and Share it with Local media

✓ IL’ove Local Campaign -- April 11-18 – Launched Saturday – share the info on your webpages/social channels

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A Word about Direct Mail

PEOPLE ARE IN THEIR HOMES WITH A SHELTER IN PLACE ORDER IN ILLINOIS AND MOST STATES. IF BUDGET ALLOWS, LEVERAGE A SUSTAINED DIRECT MAIL CAMPAIGN OR DOOR HANGER PROGRAM. IT’S COST EFFECTIVE AND IF IT WRITTEN WITH CONCISE, COMPELLING AND CLEAR INFORMATION IT CAN BE A SUCCESS FOR YOUR BUSINESS.

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Plan for the Future

• Eventually, you’ll need to transition

back to business as usual. It’s important to plan ahead. So, start making plans for what comes after the emergency.

• Review the changes you’ve made

and what you’ve learned, then think about how you can use that information to move forward.

• Measure and Gather data to make

informed decisions about your media relations and marketing plans.

• These are trying times with many
• unknowns. By doing your best to

stay safe, review your options, and make a plan you’ll better position yourself to come out on the other side.

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Thank You! Ripson Group Lisa.Ripson@Ripsongroup.com 312-952-7394

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