Marketing to keep you front of mind in a Covid-19 World – An expert Q&A with Kim Arnold
Kim Arnold (one of Farillio's fave gurus – especially on marketing) crams so much value, wisdom and humour into this video interview.
Prepare to be uplifted, comforted, inspired and perhaps even 'unleashed' onto your customers in a different way – potties, pyjama bottoms, online puppy training and all.
You'll have to watch the footage to find out how all those stories play out, but we couldn't recommend Kim's guidance and insights to you more.
Communications, behaviour, and tone of voice... how to get it right in Covid-19 world?
Kim's a key expert to pay attention to.
For almost all of us, successful sales and marketing is critical to our abilities to re-stabilise our businesses and pick up the pieces caused by Covid-19, get the revenue back in, keep jobs in situ and once again pay our rent.
However, for many of us, we can't sell the way we've been used to and our customers may not be at all interested in or persuaded by our usual marketing methods.
Our usual customers may have dramatically narrowed to a small few and, for some of us, they may have disappeared or changed altogether.
We're having to re-evaluate our business models and look for different opportunities that probably weren't part of the plan when 2020 started.
Here's what Kim told us about what she's advising and seeing when it comes to businesses making good choices about whether they should be marketing to their customers at all right now...
...and, if so:
- Who the right customers are for them during this period
- What they're offering these customers
- How our behaviours (including our tone of voice and ways of communicating) may be changing.
What are the right channels for marketing a business in a Covid-19 world?
We asked Kim where she's seeing businesses succeed and whether those succeeding are doing anything fundamentally different to what they did before? Are they using different channels or methods to reach customers? Have customer attention and buying habits changed? What patterns or trends are emerging?
How important is the timing of our marketing communications right now?
Is there a wrong or right time for marketing right now? Kim had some really helpful insights on on this question.
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