How to make the new standard a better standard Sagon Phior
Views: 7
0 0
Read Time:5 Minute, 2 Second

There is no doubt that the 2020 pandemic caused a significant disruption to our economy. But there are things businesses can do now to not only minimize the effects on today’s revenue, but also to generate revenue when things return to normal.

INVEST IN YOU

Let’s tackle the most difficult challenge first: How do you invest anything when income is at best uncertain and at worst nonexistent? Reply? Be the entrepreneur who brought your business to life in the first place. Yes, you will have to be creative. It could mean shuffling your staff… or killing one campaign to fund another… or betting on arriving with a few dollars from the 2021 budget. Now is not the time to shelter (pun intended) your entire company. Think back to when you weren’t so risk averse… when you found the money and took risks on yourself and your business. It is time to take back that state of mind.

Our own agency has, quite literally, chosen to invest in our brand by adding to our new sales staff. We recently hired Tina Marie Smith as vice president of commercial relations. We chose to expand our new business efforts with Tina because of her extensive experience working with clients to bring their brands to new audiences by expanding their brand experiences in unexpected ways. We know it’s a cliché, but investing in people is our entrepreneurial advantage.

DON’T GIVE UP YOUR COMMUNITY

At some point in the future, we will come out of this pandemic. But right now, while we’re in the middle, very few of us are at the top of our customers’ minds. Maybe you are lucky enough to be a core business. But even that doesn’t give you any magical powers.

As each day passes the pandemic calendar, our stress levels increase and, frankly, interest in brands and businesses is not always a priority. So what are you doing? You need to find disruptive ways to connect with your audience without the expectation of income. Take this time to survey your audience about your products or services. Use social media to share stories and experiences of how you are coping with the challenges of the pandemic … stories about adapting to remote working, new technologies that make your business run or how you inspire creativity and innovation.

These stories make your organization more human and accomplish three important things:

  1. They keep your current audience in touch with your brand.
  2. They empower and condition your audience to be more receptive to content and branding opportunities.
  3. It propels stories into the multiverse that help build stronger relationships and a brand presence you can count on when this is all over.

What is Sagon-Phior doing to strengthen our community?

First, it’s important to understand that we’ve been working remotely for decades. Yes, we are fully staffed from our Westside office… but we have always had remote teams of developers, marketing and public relations strategists, researchers, writers and designers on the coasts and in the middle sites. Since March of this year, wherever they’ve requested, we’ve been offering free, unconditional strategic planning to anyone asking for help. We offer options and ideas to help these businesses in our community move in a positive direction. We felt then, as we do now, that we are all in the same boat and when we get out of it we will all be stronger if we stay united along the way.

DO NOT MAKE YOUR CUSTOMERS MANAGE MORE CHANGES

There’s a reason Sagon-Phior has kept busy during the pandemic: we’re helping our customers understand that their primary goal is to never require their customers to adapt to their brand. Through research, data science, emotional marketing, and a deep understanding of the power of storytelling (remember … we got our start in film), we’re making brands deeply understand, relate and adapt to their clients.

At times like these, when your audience goes through dramatic changes on what seems like a daily basis, having them overcome a single obstacle or jump through another hoop pushes them further. It alienates them and tells them that you just don’t understand their needs.

So what does it look like functionally?

  • Take the time to understand how your audience is feeling during the pandemic and recognize them in your posts and content.
  • Find meaningful insights, data, and insights that will help define the customer journey.
  • Find and promote new sources of income to give them more choices and options.
  • Make it easier to find you and your products and services online. Your customers are spending more and more time online. Increase your paid social budgets, spend more extra time on your SEO efforts, and increase your organic social media to stay in front of your customers (Social media sites see 5% to 30% increase in daily usage additional).

This pandemic is not going to leave us anytime soon … so stop trying to overcome it or pretend your customers will be there like magic when this is all over. You have to understand the emotional nuances of your audience’s behaviors, never – not for a second – take them for granted, and invest in both them and you to make it happen. Otherwise, you’re going to look back with a perfect vision of 2020 (again, pun intended) and realize that you could have done a lot more.

About:

Los Angeles-based Sagon-Phior is a full-service branding and marketing agency, which uses emotional branding to build better relationships between a brand and an audience. Emotional branding offers more effective ways to increase brand awareness, loyalty, and sales while revealing insights to better understand important, often invisible, consumer behavior patterns.

Happy
Happy
0
Sad
Sad
0
Excited
Excited
0
Sleepy
Sleepy
0
Angry
Angry
0
Surprise
Surprise
0

Average Rating

5 Star
0%
4 Star
0%
3 Star
0%
2 Star
0%
1 Star
0%

Laisser un commentaire