Why Direct Mail Marketing is a Brilliant Investment

When email marketing began around 1978, its low cost, speedy delivery, and great response rates made marketers wonder if direct mail would disappear forever.

Today, that couldn’t be further from the truth. An overload of digital messages has caused open and click-through rates to decline substantially, and many spam filters and firewalls block emails altogether.

At the same time, a volume decrease in traditional mail has allowed direct mail marketing to rise to the top of the mailbox, being noticed, read, and responded to more frequently.

Need proof? Here are some stats to consider:

• According to the Direct Marketing Association’s 2017 Response Rate Report, direct mail offered a 5.1 percent response to house lists and a 2.9 percent response to rented lists across all direct mail formats. (In comparison, the 2017 response rate for all digital channels combined was 2 percent.)


• Eighty-five percent of consumers will open a piece of mail that catches their attention, and more than 40 percent of recipients read the entire piece.


• Ninety-two percent of Millennials are persuaded to make a purchase decision based on direct mail as opposed to 78 percent who are influenced to purchase through email marketing. Sixty-three percent of these direct mail responders said they had made a purchase in the last three months.


• Consumers of all ages are 22 percent more likely to purchase products promoted through direct mail than they are products advertised through email.


• Eighty-two percent of Millennials say they read direct mail they get from retail brands, and 54 percent said they enjoy looking through print catalogs they receive in the mail.


• Forty-nine percent of Millennials use print coupons at retail stores, with three out of four making use of grocery inserts found in direct mail or the newspaper.


• Branded products, on average, get a 1,300 percent ROI from direct mail.


• Direct-mail packages generate 78 percent of all donations made to nonprofits.

Direct Mail’s Superior Advantage 

If digital marketing is easy and inexpensive, why does print marketing continue to dominate?

Studies show that the physicality of print creates a “deeper footprint” in the brain: an enduring emotional connection for those who connect with it. In fact, MRI imaging showed a higher rate of brain stimulation for those reading content on paper, which shows our minds automatically perceive physical materials to be more genuine. One advertising study found that consumers recalled print ads better than digital ads and had more emotional responses to print as well. Heightened emotion leads to higher perceived values, increased product desirability, and greater follow through when it comes to inquiries and purchases.

Are you ready to craft the right message, for the right people, at just the right time? When you want to make strong connections with your prospects, an ink-on-paper sales letter or direct-mail package will help you spark interest, generate leads, and boost response rates.

Streamline the Process

Maybe you want to try direct mail but you’re not sure where to start. When you’re ready to move ahead, we’ll help you create stunning pieces that make your message shine. From initial formatting and to final ordering and delivery, we’ll do the heavy lifting and streamline the entire process.

Overcome barriers today with memorable, actionable mailings!

How to Produce Thoughtful Designs that Generate Big Results

Design is a process that turns an idea or a requirement into a finished product.

While many people believe designs just “happen,” that isn’t the case. Some designs may come together quickly, but generally, there are many stages along the way. Whether you need full-service graphic design or collaboration together along the way, it can be helpful to approach the design process in stages.

Want to produce more inspiring designs? Approach the process in a strategic, focused way. Here are four key stages:

1. Define & Research

At this stage, the design problem and the target audience should be clearly defined.

Preparation reviews information such as the demographics of the target market, the key concepts or language that connect with these people, and the focal message you want to share. The more precise you are in this pre-planning, the more targeted your design solutions will be. Here’s one inspiring example:

Three is a British mobile communications company that used its award-winning “Holiday Spam” campaign to feature travelers sending a flood of cliched holiday photos to people back home. The company appealed to new customers by offering free data services during holiday travel abroad.

Tracking mobile data of customers traveling abroad, Three’s research found that, during holidays, people used 71 times more data than they would have used if they had to pay extra (and this was mostly generated from holiday snaps on social media!). By featuring travelers “spamming” their friends with holiday snaps, Three successfully tapped into audience desires while driving awareness for free data services. This brought a 90% increase in their social conversation volume, higher brand metrics, and increased customer savings as people signed on for new service.

2. Ideate and Prototype

Ideation involves the generation of ideas through creative thinking and prototypes.

Idea generation may come through brainstorming, sketching ideas, adapting previous ads or designs, or by using creative design exercises. While many people rush through the brainstorming stage, ideation strategies are paramount because they allow designers to flow in a life-giving, streamlined environment, releasing ideas that are imaginative, strategy-driven, and smart.

From here, prototyping offers a workup of designs for interested clients. Prototypes give clients the ability to visualize and vet ideas before they are formally produced. The ideation and prototype stages are a critical juncture for printers and clients to collaborate, so the best possible outcome is achieved.

3. Select

During the selection phase, proposed solutions are measured against the original design objective.

Some solutions initially seem practical, but when compared to the original benchmark, you see that they aren’t a good fit. Once a concept gets closer to completion, cost, time, and media formats will sharpen focus and help you choose the most effective design.

4. Implement

At this stage, partners collaborate to bring ideas to life and to generate final delivery.

In print production, finishing techniques are imperative for beautifying your design. This stage includes the application of print finishing processes like folding, die-cutting, binding, varnishing, embossing, or foil accents. Finish techniques are a beautiful way to support and enhance your message and are best considered during the ideation stage so they can be efficiently melded into final print runs.

The Best Possible Product

Different jobs require the use of different techniques, but the strategic design process is generally the same.

This focused approach ensures your design will serve both economic and creative goals. The ultimate aim is to present information in the best possible way for your readers while equipping designers to unleash tremendous creativity in the process.

The Experts Weigh In: Two Strategies for Recession-Proofing Your Business

As COVID-19 shakes businesses around the country, today is a great time to reflect on the victories of those who’ve survived previous financial struggles.

In particular, the 2008 recession offers valuable lessons from entrepreneurs who shifted to either a “prevention” or a “promotion” focus. Here are two real-life success stories, with takeaways for your team.

Prevention Focus: The Montgomery Group

Ernest Montgomery is an NYU grad who launched a creative agency that produces advertising campaigns and manages its talent (photographers, stylists, makeup artists) in-house.

In 2008, Montgomery enjoyed modest success, booking clients like American Airlines and Pepsi. He rented a beautiful office on 7th Avenue in Manhattan, expanded his staff to 15 artists, and grew revenue to around $800k/year. But when the recession hit, he was forced to make some difficult decisions.

Choosing a primarily defensive strategy, Montgomery cut every expense he could think of. He abandoned offices and made his entire staff remote. He axed his web design budget and learned to build sites himself. And most dramatically, he permanently relocated to the Dominican Republic.

Why?

“A campaign that costs $100k to produce in Miami can be made for $65k in the Dominican Republic,” said Montgomery. “A location that costs $10k in Miami costs $500 here — and there is so much less red tape — street permits, blocking off traffic, all that.”

To this day, when Montgomery meets with clients he hops a three-hour flight into New York City, spends the whole day in the U.S., and takes the last flight home. To survive financial hardship, he advises companies to ask their clients, employees, and associate three questions:

• “What can we do to make things feel better?”


• “How can we survive this as a group?”


• “What are we going to do differently once this is over?”

With a leaner overhead, companies are more nimble, with greater flexibility to follow the market and its new demands. And that defensive maneuver can give you an offensive advantage.

Promotion Focus: The Baker Hasseldenz Studio

Scott Baker and Mary Ann Hesseldenz are known for making custom luxury furniture for wealthy clients.

Before the 2008 recession, their Arizona studio catered to clients who were building new homes and wanted matching $17,000 couches or $5000 cocktail tables. But when the housing market tanked, they had to recalibrate.

The couple says they survived the 2008 crash by paying attention to trends and making quick adjustments. While wealthy people weren’t building new homes, they noticed there was still a thriving remodeling market. Their studio quickly shifted focus from high-end furniture to millwork and cabinets.

During the recession, the couple kept overhead low by hiring independent contractors and keeping workshop space minimal. Due to their quick thinking, the couple later noted that their income during the recession actually went up! A decade later, they’re up to $1 million in gross revenue: $500,000 in millwork, $300,000 in furniture sales, and $180,000 in interior design fees.

A promotion focus will look different for everyone, but it requires offensive moves. This may include diversifying your client pool, forging strategic partnerships with other companies, pivoting to a different product focus, doubling inventory where you find strategic buyer’s markets, or rolling out a creative new ad campaign.

A Time to Showcase Your Brand

Whether you take a prevention or a promotion focus, it’s important not to hide!

Today is the best day to showcase your brand and maintain relevancy. Take advantage of this season to build new systems and amplify name recognition. The objective during a crisis is to go beyond survival and to come out stronger.

Pack Extra Meaning into Your Message with Strategic Color Combinations

Of all the elements of design, color is probably the most challenging to understand. 

Color originates from a light source that is viewed directly or seen as reflected light. While colors can be displayed in spectrums, prisms, or contrasts, the power of colors is not only in their arrangement, but in the way we perceive them.

Want to add depth to your message? The colors you choose can add an extra layer of meaning.

Colors Prompt a Specific Response

According to Sally Augustin from Psychology Today, research shows that particular colors can prompt measurable responses.

Here are the impacts of five particular colors, and how you can use them to your advantage:

Green

Seeing the color green has been linked to more creative thinking—so greens are good options for pieces featuring innovation, creativity, artistic specialties, or proactive growth.

Red

People featured in front of red backgrounds are generally seen as more attractive when silhouetted against other colors, so reds are great for photo backdrops, booklet covers, headshots, and more.

Having a red surface in view also gives people a burst of strength, so reds are good choices for concepts related to fitness, acceleration, competition, and courage.

Violet

People tend to link greyish violet with sophistication, so these hues can be a good selection for places where you’re trying to make a stylish impression.

Try subtle violet/grey hues in designs for home apparel, personal products, product labels, and more.

Yellow 

Yellow is associated with joy, happiness, optimism, and energy.

This color stimulates mental activity and generates muscle energy. Yellows are great for stimulating appetite, implying freshness, or for conveying warmth. Yellow also screams for attention, so you can use it to grab interest. Avoid overdoing it by adding yellow in contrast with another color.

Blue

Did you know that people are more likely to tell you that blue is their favorite color than any other shade?

Blue is a great choice for design, especially with so many shades to choose from! Nature-themed blues can call forth feelings of calmness or serenity, and are perfect for striking a tranquil tone. Turquoise or royal blues can project stability and reliability, which is strategic for brands that want to communicate productivity or security.

One caution about blue: it is not very appetizing. In the world of cuisine, humans are geared toward avoiding blue as it is often a sign of poison or spoilage. Some weight loss plans even recommend eating your food off a blue plate to squelch hunger!

Color Your Communication

Color is a powerful communication tool and can be used to signal action, sway emotions, and even influence physiological reactions. 

The right use of colors can play an important role in conveying information, creating moods, and influencing the decisions people make. Be strategic and add extra meaning to your message with dynamic, powerful color combinations.

Prepare for Your Next Breakthrough by Prioritizing Self-Care

There are many seasons in life.

Some are exhilarating, others exhausting. Some bring immense growth, and others deplete you.

Just as there are seasons in nature, there is continual change in our daily lives. Many of us were caught off guard by the coronavirus, and our questions about the future can be more depleting than the uncertainty of this day.

But wisdom takes the long view, and that means prioritizing personal health so you can endure and thrive tomorrow.

From Crisis to Recovery

As you move from a season of chaos to a season of recovery, self-care is one of the most important things you can do. What might this look like? Here is a checklist to consider:

Set a Routine and Prioritize Consistency

Since so many things are out of whack, daily routines are more important than ever.

Create expectations for yourself and your family by involving them in daily cleaning, cooking, recreation, or school responsibilities. Make room for relaxing and fun activities, and build quiet space into your calendar. Posting a new weekly schedule for everyone can make life feel more fun, productive, and stable.

Spend Time Outside

Enjoy the outdoors every day, whether it’s a walk around your yard or sitting under an umbrella on your front steps.

The outdoors will refresh you. Even opening the windows can bring an invigorating breeze and a gush of energy.

Cultivate Joy

A lot of what we hear and see these days is scary and troubling, and there is power as we move in the opposite spirit.

Whether it’s a YouTube video or a hopeful song, find one thing each day that makes you smile, laugh, or feel good. To double the impact, share your positivity with others. A joy shared is multiplied!

Reach Out

Perhaps the last few months have left you so frazzled you haven’t made time for others.

Isolation is very dangerous, increasing your risk of mortality, prompting quicker cognitive decline, and inflating your pessimism about the future. People need people, and sometimes YOU need to be the one who makes the first move. Reach out to others through emails, video-conferencing, a driveway coffee date, or a long walk.

Control What You Can

While it is natural to worry about the future, anxiety can carry you away.

When uncertainty tempts you to fret, counteract that by concentrating on what IS in your control. Can you deep-clean your storage room, re-arrange furniture, or start a wood-working project? Bringing order to chaos is a wonderful antidote to stormy emotions.

Help Others

Research shows that helping others is a great way to help yourself.

When recovering from a season of stress, one of the best ways to recover is by lifting others up too. Can you donate money, supplies, or time to a non-profit? Deliver groceries or a “favorite” pampering item to someone who isn’t expecting it?

When you are stressed or afraid, one of the most powerful things you can do is to find someone who is worse off than you and serve them.

This Too Shall Pass

COVID-19 has prompted a season of isolation and stress like many have never known.

It is scary to think of living like this forever, but remind yourself that it WILL end, even if it takes a long time to rebalance. Just like seasons pass each year, this time of testing will pass as well.

There is no “right way” to take care of yourself, but it crucial that you do it!

5 Tips for a Successful Video Conference

Generation Z is the demographic cohort born between the mid-to-late 1990s and around 2010.

Affectionately known as “Zoomers,” Gen Z individuals are technologically advanced (having never seen a world without internet), perceive information best through visuals, and absorb tons of new information daily. Zoomers are quick to learn and adept with technology, which is something we’re all being challenged to do in this pandemic season!

Best Practices for Managing Meetings Remotely

Perhaps you’ve recently become a “Zoomer” yourself: video-conferencing for the first time or managing the majority of your business remotely.

Whether you’re a tech pro or you are brand new to online meetings, everyone faces video-based communication challenges. Here are a few tips to make your online meetings a bit better:

1. Put Your Best Foot Forward

Often when we’re at home, we get a bit slumpy with our hygiene.

Before your meeting, take a minute to freshen up and to inspect your viewing area. Make sure the light is shining toward you (not from behind you) and that you sit in front of plain walls or more simple backgrounds. Some platforms will also allow you to enable HD options and click a “touch up my appearance” feature, which can smooth out wrinkles and blemishes in a flattering way.

2. Test in Advance

Before starting your meeting, preview your audio settings.

If you’re just using your laptop speaker and microphone, there’s not much to adjust. But if you’ve got a mic-headset combo you’d like to use, make sure it’s the audio is selected for both the Speaker and Microphone options before you start your call.

3. Have Participants Mute Themselves

When people aren’t speaking, their microphones can pick up minor background noises like chewing, sniffles, or typing.

Even laughter from meeting participants can break up the audio flow, so ask people to mute themselves whenever they’re not talking.

4. Designate a Moderator 

The 2019 State of Remote Work report found that interruptions and being talked over are two of the biggest challenges for remote meetings.

To maximize group discussion, it’s best if a moderator calls on people individually and asks others to hold comments unless they indicate they’d like to speak. Some software has a “raise hand” feature, or you can establish on-camera signals that indicate when participants are ready to share. Chat boxes can also be used to type comments.

Finally, consider saving 10 minutes at the end of the meeting for additional comments or questions.

5. Have Some Fun

Part of the enjoyment of work is social connections.

“When you are used to being in person and have to be online, build in room for chitchat,” says Erica Kuhl, a consultant who has devoted years to nurturing online training communities.

Research shows that if employees don’t have a rich, welcoming online experience, their long-term engagement will drop significantly. Leave 15 minutes at the beginning of meetings for participants to introduce themselves, to share a personal highlight, or to enjoy some lighthearted banter. By building this in, you’ll have a more productive meeting overall.

Video Conferencing is Here to Stay

Now that we’ve gotten a taste for video conferencing, it may be here to stay.

Eighty percent of executives say video conferencing is taking over as the go-to form of internal team communication, and some predict that 50% of people will work remotely after 2020.

Being on top of your video conferencing game is essential, so use this season to master the technique, and you will reap the benefits in the future.

How to Keep Employees Busy During COVID-19

As the largest dental practice in North Carolina, Lane & Associates Family Dentistry (LAA) says it is proud to serve the state of North Carolina during COVID-19.

While restricting elective procedures, LAA has also gone above and beyond to serve its employees and community. LAA offered to temporarily pay employee insurance premiums, to prorate employee anniversary gifts, and to offer its staff interest-free loans. Staff have given nearly 1,000 sewed masks to the NC healthcare system, have been encouraged to donate blood, and they have provided lunch for healthcare workers, first responders, and long-term care facilities.

Recipients were thrilled. The Windsor Point Retirement Staff in Faquay-Varina gushed this over social media: “To Lane & Associates Family Dentistry, from the bottom of the hearts...THANK YOU!! We had the tastiest visit from Poblano’s Tacos Truck today for lunch!! It was delicious!”

Using Lag Time to Surge Ahead

During this uncertain season, employers around the world are navigating the challenges of fewer customers, reduced hours, or even mandated closures.

While you may not be able to proceed with “business as usual,” what can you do to keep your staff busy and profitable at this time? Here are a few ideas to consider:

Mobilize Service

Like LAA Dentistry, companies that care deeply for consumers, employees, and the community will gain trust and admiration.

Perhaps you can’t use your employees for face-to-face business right now, but maybe you can mobilize them for service instead. From a highway cleanup to food bank shelf stocking, brainstorm how you can involve your team in the community rather than running for cover. Companies that people admire help people solve problems, grow personally, or act collectively in ways that bring significant impact.

Host Meetings and Presentations Remotely

If you haven’t already, this is a great time to take your meetings from the boardroom to the internet.

Video-conferencing platforms abound in both paid and free capacities. Looking for options? Try Zoom, GoToMeeting, Microsoft Teams, or Google Hangouts. If some employees are unable to attend, choose software that allows you to make recordings that can be shared later.

Get Organized

What are those 5-10 projects your company has been putting off for years?

Now is the time to tackle them! Have your team sort file cabinets, recycle or donate useless items, shred old documents, or clean up digital files. This is also a great time to pursue continuing education, to gather tax documentation, or to work ahead on upcoming certifications.

Research New Systems or Marketing Options

Experts estimate that every minute spent planning saves as many as ten minutes in execution: if it takes 10-12 minutes to plan out your day, this can save up to two hours later on!

This principle holds true over time. By using downtime to research new systems (think project management software, marketing automation, or new accounting systems), you can surge forward after the quarantines have passed.

This may also be a good time to conduct focus groups or A/B testing for future marketing or to gather customer feedback that helps you to assess social and economic dynamics and to consider new opportunities. With the increased downtime, many companies have reported a positive increase in survey participation.

Get Personal

Connections are the key to business, so use this time to make personal phone calls, to write notes of appreciation, or to find ways to offer extra value to your best customers.

Reward loyal customers who share info about your online classes, delivery options, or your social media posts. A little appreciation goes a long way!

Using Lemons to Make Lemonade

Employees are vital to your business.

If at all possible, use this time to test new ideas, provide services in new ways, or to tackle tasks that have been long neglected.

Think outside the box and encourage your team to be creative too!

Five Strategies to Use Your "Quaran-TIME" Effectively

Mike Turner founded the Front Street Brokers real estate firm in 2005, with a desire to offer distinctive client experiences, to equip agents for the maximum efficiency and profitability, and to devote significant firm resources to a local, philanthropic focus.

After three years, Turner’s firm experienced a significant slowdown during the 2008 financial crisis. This was a time of immense strain, especially when scheduled closings dried up before his eyes:

“In that time period, we had 10 real estate transactions scheduled to close, and nine of them fell through for unforeseeable reasons,” Turner said. “All of a sudden, $100,000 worth of business income that we were dependent upon [was] gone.” 

Turner faced difficult choices in this season, and many of us are facing similar decisions in today’s COVID-19 crisis. Today, Turner says that while change is inevitable, he knows we still have a choice. Will we allow unforeseen challenges to drag us downstream, or will we improvise to find a way across the river?

Five Strategies to Use Your “Quaran-TIME” Effectively

Anyone can become a victim when change comes fast and forcefully.

Sudden change is scary, and though we may not be able to swim upstream, we can still strategize and seek active growth. What are some ways your business can grow during this difficult period?

Use Social Media to Connect with Customers

Try a more animated touch through social media. If subscribers are opening your emails, they are expressing genuine interest. Take these customer relationships to the next level by including embedded videos or links to caring content you’ve posted on Facebook, Twitter, or YouTube.

Answer Questions or Position Yourself as a Helper

As you reach out to subscribers, ask if they have any questions or respond to challenges you know they have. Take an interest in the content they post as well – comment on it, share it with your followers, or start real conversations. Connecting to clients now will form a personal bond that lasts longer than the COVID-19 crisis.

Stretch Your Team’s Skills

When activity wanes, morale often follows. Invigorate employees by offering on-going education tools, professional mentoring within your team, or problem-solving workshops that mobilize groups to tackle some of your most ambitious goals. If your company lacks online meeting capabilities, this is a great chance to preview options like Zoom or Google Hangouts.

Do Some Spring Cleaning

While the pace is reduced, give focused attention to your internal atmosphere. Whether you need to spruce up workspaces or sort through old files, redeem the time by getting organized. This may also be a great time to refresh decor, business cards, or your website, or to involve your team in designing new content for newsletters and videos.

Express Gratitude

In hard times, a warm word goes a long way, and this can shift your own perspective from negativity to hope. Take time to say thanks to customers with handwritten notes, personal videos, or future discount options. Whether you plan a summer reunion party or make appreciation phone calls, prioritizing gratitude will make you a better entrepreneur in the long run.

Change Course, but Don’t Quit!

They say that genius is just persistence in disguise.

In tough times it’s ok to be discouraged, but it’s not ok to quit. Be proactive in this season, and keep taking the steps you can to inch ahead. New paths are, by definition, uncleared. But persistence and positivity are your most valuable assets as you journey toward hope.

Leading with Empathy During Uncertain Times

COVID-19 is officially a pandemic, and millions of Americans are working at home.

Even if you aren’t sick, you feel the impact of this pandemic. As the coronavirus has spread across the globe, the CDC has made drastic recommendations on social distancing, self-quarantines, and statewide “stay at home” mandates.

Through this unprecedented season, what are some of the best ways to navigate your professional challenges?

“I Feel Your Pain”

Empathy is one of the best starting points.

Defined as “the ability to understand and share the feelings of another,” empathy allows you to comprehend what another person is experiencing or to put yourself in their position.

Empathy is the ability to perceive a situation from another person’s frame of reference, and possibly to experience the emotions that go with that. Empathy is different from just “being kind” because empathy is a powerful tool that allows you to truly understand points of view that are vastly different than yours. A person leading with empathy is more aware of overworked employees, overtaxed customers, or solutions that another person may overlook.

The benefits of empathy are huge. A recent nursing study showed that nurse managers who were perceived as empathetic could boost vitality and thriving environments in their teams. Empathetic leaders can communicate better with employees and customers, build bridges of trust, and can facilitate optimal employee performance and compliance. And this brings exponential gain: organizations with engaged employees have higher productivity, profitability, customer satisfaction, and loyalty.

Empathy in leadership can manifest in many ways with regard to the coronavirus response. Here are just three:

1. Be Calm

During any crisis, people need their leaders to remain calm and to empathize with their thoughts or feelings.

While you may not share the emotions of your customers or employees, it’s ok to acknowledge feelings of anxiety or stress. When possible, share resources that promote facts, not fear (like information from the World Health Organization or the Center for Disease Control), in order to help people intellectually interpret the outbreak.

2. Be Flexible

With many people working from home (with kids in tow!), some employees may struggle.

Leaders should be considerate of missed deadlines, unforeseen health emergencies, and emotions bubbling near the surface. Remember, things are not “business as usual,” and special times require special considerations. Above all, flexible managers are consistently leading AND responding. Simply directing employees to available support resources can make a huge difference.

3. Be Available

Not everyone is empathetic by nature, so this is a great time to check your own heart.

Examine yourself daily and ask: Am I really listening? Am I taking in others’ points of view? Ask for feedback from people you trust or solicit comments through neutral channels. Or set up work-from-home chats where people can share tips, information, advice, or inspiration as everyone adjusts to a new normal.

Natural routines can also go a long way toward building confidence – consider morning huddles, or regular conference call “office hours” to offer an open door for people in their most vulnerable moments.

Be Positive and Proactive

Still not sure how to show grace?

Perhaps the best strategy is to change your perspective. Instead of prioritizing outcomes or objectives, use this time to focus on your own leadership. Ideally, you should be a coach, a therapist, a sounding board, and a support system to your employees. Allow people to chat candidly and comically, and make room for a few failures.

Create margin during this roller coaster, and everyone will benefit!

Responsible Marketing During COVID-19

Fear. Stress. Helplessness.

Whether you’re caring for elderly parents or homeschooling your kids, people across the globe are struggling with big emotions during the COVID-19 situation.

How do you lead well in times like these? While daily leadership is essential for your business, crisis moments reveal the quality of your vision like nothing else. And while you may be exhausted or overwhelmed, now is not the time to push pause on your leadership. What are the “next best steps” you can take in this hour of uncertainty?

1. Increase the Frequency of Communication

During hard times, the frequency of communication should go through the roof.

Even if you have bad news, it’s important to acknowledge this ASAP. While you may not have all the details, a prompt announcement can minimize speculation, reassure panicked contacts, and let people know that you are proactively addressing each challenge.

2. Be Authentic

Now, more than ever, people are craving connection.

Since many of your customers and subscribers are working from the kitchen table, this is an important chance to re-tool your communication. Get in touch with your own feeling of isolation and use this to inform your messaging. From email communication to print mailings, review all your messages through the lens of people who are stuck at home. Ditch the corporate-speak and seek a more human tone for your brand, and use this framework to empower empathy while focusing on others’ needs.

3. Break Up the Depressive Mindset

All of us need a break from 24/7 bad news. So, how can you bring positivity in this hour?

Noting the deluge of video-conferencing, Audi of America recently launched a series of specially curated images to serve as a glamorous backdrop in virtual meeting rooms. Now enthusiasts can bring their favorite Audi with them to their next conference call or virtual happy hour, and Audi plans to release new images weekly. Simple pleasures make a big difference in tough moments!

Now, make it personal. How can you sound a note of joy or generosity today? Could you post a funny video, release a helpful blog, highlight hero stories, or offer incentives that benefit customers or people on the front lines?

Or look at your own product mix and ask: “what could I change to help my customers?” Do you have a paid or premium service that you could offer for free to help people get by over the next few months?

4. Sow Seeds of Honor

When you look at your schedule today, things seem rather quiet and eerie.

Companies of all sizes have sent people home, and every distraction has been silenced. While the coronavirus has ushered in strange times for all, good leaders won’t just hunker down. Instead, it’s time to push back with a different spirit.

In an age of mocking and disdain, today is a great day to show respect and gratitude. Whether personally or professionally, use this forced pause to repair a strained relationship, to say thank you, or to serve others. Make that difficult phone call. Donate blood or serve at your local food pantry. Show public or private appreciation for your leaders. And appreciate people who don’t deserve it (despite their inadequacies).

As you honor people, they will honor others. Perhaps this is a chance to shift the atmosphere and proactively build honor into the fabric of your network. As a leader, you WILL set the pace for others.

Connection is the New Currency

Though today’s challenges are extreme, it’s important to remember they’re only temporary.

It may not be easy, but many of us will come out of this stronger. Though it may feel that the waves are continuing to rise, take heart. Prioritize connection, and the uncharted waters can be parted in order to lead you toward a prosperous future and a newfound hope.