What coronavirus reminds us about marketing
This moment in time is a unique one for the west. We’re all being affected by coronavirus. Thankfully, that’s only second-hand for almost all of us. But it’s still affecting how we live and relate to others. There are some powerful lessons we, as marketers, can learn moving forward.
1. People crave meaningful shared experiences
Local, state, and federal governments are working overtime convincing people to stay home. We love being connected. And we feel that itch to see the people we love and have experiences that remind us we’re alive. This is a basic, human desire.
Let’s remember this when we start our next marketing campaign. Sure, you can force 1 million people to watch 3 second YouTube video pre-rolls. But there is way more value in creating a meaningful experience that guests engage with for an hour.
20,000, 1 hour experiences will outperform 1 million, 3 second experiences anyday.
That’s why The Memoir Agency works with clients to create meaningful shared experiences audiences can’t resist! We connect people to your brand in a deep and meaningful way.
2. People rely on the internet to make their decisions.
In this moment of crisis, where are people turning? The internet.
And this may be frustrating, but how are people making their decisions about what they’ll do in this time? Not the advice of experts. The number 1 way most people make their decisions is based on what they see other people in their social circles doing.
It reminds us of the power of word-of-mouth. This is another thing for us to remember when we start our next marketing campaign.
The most effective marketing campaign is one that gets people sharing with their social circles.
We can either overpay to force people to watch our ads online. OR we can create content and experiences that are so compelling… people can’t wait to share it. The best is when we combine the two! Irresistible live experiences that also have high performing digital campaigns.
That’s our guiding principle at The Memoir Agency. We’re committed to creating irresistible and shareable experiences in real life and online.
3. Spend your marketing dollars wisely — when things are great and when they’re tough.
There’s a lot of wasted marketing money when times are good. Of course, we all hope the economy is still thriving at the end of this pandemic. But who knows?
Regardless, there is a question we should all be asking ourselves all the time…
Is this marketing spend getting me the highest quality impressions for the lowest possible cost?
We can either overspend, forcing people to consume our content. Or we can create irresistible experiences people want to share. There’s no better marketing than organic, word of mouth marketing.
Trying to get people to show up at your retail location? Make it an irresistible place people want to visit and tell their friends about.
Trying to get people to buy your product? GIve them an experience with your brand that helps them fall in love and share you with others.
Trying to get people to vote for you? Understand what they want in life and become a voice that speaks directly to them.
Marketing doesn’t have to be guess work. Great marketing is about understanding people, meeting them where they are, and taking them where they want to go.
Too many agencies waste your time and money trying to be clever. They take stabs in the dark, hoping they’ll get a hit. At The Memoir Agency, we make sure your dollars go farther by starting with your customer.
We help you understand their deepest need and how your product helps them win the day.
