Market sensitively but market!
Tony Mazzotti
I help you re-ignite the love and passion for your vision which has weakened by the everyday. It is your time to rise above and fly like an eagle to your vision. Create your dream. let us help you master the reality.
Carry on marketing!
Many people have asked whether they should continue marketing, whether it is insensitive & appropriate to market whilst so many are struggling! It is a great question but one that has a simple answer! YES absolutely! Do not ignore the pain of those around you! Do not ignore the pain of others around you, indeed incorporate it into your marketing – many are currently doing this with the free meals campaign – but unless you want to join the stricken then your business needs fuel to move forward!
Tsunami
There is no insensitivity here! The analogy of business being like a person fleeing a tsunami is appropriate if unpalatable! You have to stay ahead of the tsunami in order to survive. Stand still one second & it will engulf you like many others before you!
Steam train
Please do not mistake this for lack of thought or care. Indeed, the very opposite. One business more that survives is one business more that can give back to others. Marketing is like the steam in a train. It takes a while to get going and the last thing you want to do as you start to build up a head of steam is to withdraw the wood. Do you take the environment into account? Of course you do – it is the market that you serve so why would you ignore it but be sure that if you want to remain a part of it you must take part!
6 Tips to get it right
So how do you market with sensitivity? ? Firstly, acknowledge the situation without blindly continuing ? Make allowances for events and sentiment ? Contribute to the greater good in any way possible ? Choose your copy very carefully – get it checked, revise it & seek professional help ? Position yourself wisely ? Do not see the environment through monocles rather consider the 360 view Most importantly for your business, find the right marketing channel & message and audience and do not make it anything other than a return on your investment. Marketing should always pay you more than it costs – if it doesn’t you need to change something!
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