Fifi Leigh
Thursday, April 2, 2020
I went on the meetup site to look for online meetups, and I found two for day. This was is the first webinar I attended at noon.
At noon, I decided to sign up an online meetup about Marketing in Crisis Time. The Presenter is John Yoon, from Mercato Partners and the Host is Luis Vasquez, UCI Beall Applied Innovation. 9 people signed up for this online meetup by 10 till 12. More people joined as the time inched its way to noon. At 11:55 am, 17 people signed up, 20…22…31..32..34; at noon, 40 people appeared. 50 people and growing with latecomers… 64…69…75…76…79..81…82…
Marketing involves doing quantitative analysis, market research, getting leads, and sales. Do customer surveys. 68% companies don’t have a sales department.
Strategy for war zone => mission and vision with overarching goal and logistics. Work on a marketing plan and processes. Strategies define tactics. All crisis is short term.
- Postpone major projects, and focus on hoarding reserves and releasing where things are working. Renegotiating essential services to free up space. (conserve cash)
- Check out go-to-market and buyers’ journals.
- Calls-to-action to test what is effective.
- People’s basic buying processes might be changing, and you need to change to move with the flow.
- Evaluate price and promotions
- Email Campaigns have .03% response rate. Use welcome emails rather than promotional emails. Add videos to in emails for a higher success rate. Share videos with images and texts as well as use your blog posts.
- Permission-based marketing
- Branding and Marketing => messaging and positioning to find your target audience, personae and niche. Focus on content strategy and public relations. Plan, Execute & Measure your progress to make sure you are growing.
- Consider more video meetings on skype as well as virtual marketing. Interruption-based promotions is out. Permission-based promotions is in.
- For my information about this webinar, check out Innovation.uci.edu
