Covid-19’s Unreal Marketing Fear
The covid-19 pandemic has enabled businesses and individuals to win, lose or abuse the situation. It also throws up a genuine marketing fear for many small and owner-run businesses.
In these types of business there is a far greater crossover between the individual and the business. People buy Joe the Plumber because they trust Joe. People buy Pepsi or Coke because they trust the product. They usually have no idea who the person might have been who made the drink
The marketing fear can be substantial for a values-based business, which does not want to be seen as profiteering from a situation. Yet that business may have a product that is now very much in demand as it has come naturally to the top of people’s agenda. This is a real dilemma faced by will-writers like Forest Wills and Estate Planning.
Winners, Loser and Abusers
Key winners are the likes of delivery firms and Zoom. The former had in place the systems and trained personnel to handle the existing move to on-line buying. This suddenly got accelerated along with the need to protect staff. Both are systems marketing problems ideal for the culture of logistics companies. Neither creates a false marketing fear.
Zoom amongst the many video-conferencing apps caught the world’s attention and grew by multiple word of mouth referrals. Its growth gives the company the security problems that come with scale and may impact longer term on reputation.
Losers are many. The most obvious sector are tourism and hospitality. The core of their product offering bringing multiple people together in a specific location became illegal overnight. The market was removed.
Abusers are an interesting marketing case. Here we have the likes of ebay sellers who ramped prices of flour, sanitiser and toilet roll. A doubling of price in a time of scarcity is acceptable to most; but quadrupling and more is not. Yet it shows that if people are prepared to pay ridiculous prices that is the value they are putting on the product. This is pure market-making like stock markets. Personal marketing fear is the last thing on their mind.
Telling People You are There is Not Exploitation
The fear that your business might be seen to be exploiting the emergency is a real. Equally real is that before the lockdown the vast majority of businesses were firmly in the marketing basket of ‘I couldn’t care less and don’t even realise you exist’. Why? Because I have no need for you. It’s that need that drives visibility and sudden awareness.
3 basic needs that might encourage an individual to seek out a will-writer include:
- I want to give to those I love.
- When I go, it’s one less thing for my family to worry about.
- If the worst happened, its one less thing for me to worry about.
These needs don’t change with covid-19. What does change is the marketing ‘want’ of actively do something about it coupled with a demand to buy if the right seller can be found. Telling people you are there enables prospects to make choices as to whom they wish to contact. It’s how they are then dealt with that could raise any ethical issues.
Now is the opportunity to review your marketing so that if demand:
- For your product has increased; your potential customers have the opportunity to use your professional systems and services to get what they want at sensible prices.
- Has declined, then what is it that you do that could be needed now to create cashflow for when the market will come back.
And you might find that some of the tools to do this such as using Aimed Business or advertorials in Gloucestershire are currently cheaper. So use that benefit ethically.
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