Kindness Wins Every Time
Entertainment and Sports Marketers around the globe are grappling with uncertainty. Consumers have altered their discretionary spending due to the global pandemic. To maintain fans, marketing teams need to sharpen their skill set—and fast! Here are a few tips to enhance your marketing strategy in the next 30-60 days:
1. Show Empathy: Understand the business climate right now. The socio-economic outlook is drastically different today than 90 days ago. Some fans have lost jobs, changed jobs, or plan to make a change. How can you position your products or services to support this business climate?
2. Be Relevant: Today, humans want to feel safe and appreciated. The marketing message may need to shift from hard sale to understanding the consumer psychological well-being. Demonstrate how your business cares about their mental health and emotional support. What message are you sending today versus 90 days ago?
3. Increase Brand Position: Remind fans how much they love your brand. Use physiological factors to show affinity toward your product. Use photos or graphic images to recall fun times or events. Consumers will gravitate as they will recall fun/excitement and laughter. #TBT still a thing, right?
4. Listen with Intention: Professionals understand that active listening will strengthen the relationship versus trying to position your products or services. Marketers, sales executives, and managers understand that consumers need to clearly understand that you have heard what they are saying, can adapt to it, and will eagerly make improvements to help their position. Listening to your prospects and current clients will strengthen any relationship. (No one wants to pick up the phone just to hear a one-sided conversation) No Time. No Money. No Relationship.
5. Treasure Each Buy: What if the next transaction was the last one? Think about it. Now, more than ever, make each human feel special. They are your guest/client or fan. They spent precious time with you on the phone, in your store, or in an email communication during their day. They spent money or energy with you. Be Grateful. Be Kind. Be Thankful. And your fans will return.
Jennifer Bushong, M.A. is a marketing veteran supporting fortune 500 companies and local agencies in Washington State. Founder of two 501c4 organizations and proven strategic consultant. Contact: [email protected].