Benefits of continuing marketing efforts through Covid-19

Your company’s sales may be currently slow or non-existent during the Covid-19 lockdown period, but your customers are still reading their local newspaper and following our news sites online.

Communication with communities is vital during this period. We are at the forefront of assisting government in sharing as much accurate, fact-based information as possible, while striving in these difficult times to serve responsibly, and with integrity.

Caxton Local Media is therefore your link to your customers. We are still publishing and providing readers with vital hyper-local content and insight into the impact of the virus on every community.

If you’re a small business owner navigating these uncharted waters, you are more than likely asking yourself these questions:

• How is Covid-19 going to affect my business?
• How should I market my business during this time?
• SHOULD I even market my business during this time?

To answer that last one: Absolutely yes, and here’s why:

At times like these, some businesses have a tendency to pull back or stop their marketing all together (like your competitors!), while the smartest business move would be to capitalise on the opportunity to get ahead.

You have two options as a business owner:

1. Pause all advertising efforts and brace for little to no results.
2. Take your business by the horns and maximise this opportunity to get ahead!

So, which option will you choose?

We share the following  benefits of why continuing with marketing efforts through Covid-19 will help you get ahead and come out on TOP!

1. Get ahead of competitors

Anything you do now that your competitors are not doing is putting you ahead. Think of it like a race. Even if you’re running slowly, you’re still lapping everyone who’s sitting on the couch!

2. Learn more about your target audience

It’s always beneficial to learn more about your customer base. Who they are? What are their buying behaviours? Where do they shop and how often? The more you understand about them, the more strategic you can be in marketing to them and converting them into customers.

Caxton Local Media conducts an in-depth community-based survey that provides this information. To find out more about Caxton Local Media’s ROOTS research for your area, click here

Also contact Karen Hardman on karenha@caxton.co.za or 083 384 5106.

3. Build relationships with potential consumers

Use this time wisely to build real relationships with your potential customers and convert them into a paying customer. Provide information, advice, and tips on your area of expertise. You may not be able to sell to them now, but these customers will get to know you, appreciate your service and remember you as a company that offered them something of value.

Caxton Local Media can help you do this via newsprint (yes, we’re still delivering to homes during lockdown as we’re an essential service) and also digital articles. Our websites are currently reaching record numbers of unique users and page views… Why? Because we are a trusted news source and people are consuming news more than ever. Insert your company into this news channel and enjoy the benefit of reaching our established local print, online and social media audiences.

4. Capitalise on customers ready to purchase now

So many businesses have had to temporarily close down for Covid-19, narrowing down the public’s options of where they can turn to for goods and services. If you’re open for business, let people know. Continuing to market your business through the coronavirus can be as simple as letting customers in need know that you’re here, you’re open and you can provide your product or service as usual.

If you are not able to be open, don’t go quiet on your loyal and potential customers, remind them you will be there for them when you are open again, offer specials and discounts for telephone or online orders that are placed now, fill up your order book to secure successful post lockdown business.

At some point the lockdown period will pass, so now is not the time to stop marketing efforts, now is the time for you to be even more strategic in implementing them.

The Fourways Review advertising consultants are all safely working from home, however they are an experienced team and can still help you to achieve this and are ready to offer you advice and ideas on marketing your business, whether it is a traditional print advert, an online advertorial with social media reach or an online banner advert, and they can offer you some great discounted lockdown specials too during this time.

Contact Karen Hardman on karenha@caxton.co.za or 083 384 5106.

Stay safe by staying at home.

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