The world is grappling with the widespread effects of COVID-19, commonly known as the coronavirus. Recent statistics from the end of February indicate that up to 44 percent of businesses have been affected by the coronavirus. As marketers, we have to face and brace for this impact. We don’t need to panic; we do need to be prepared. Beyond the obvious personal measures we as individuals can take – wash your hands people! – we have to prepare our business for the logistical and financial consequences. To say the situation is fluid would be an understatement. The situation could swing either direction in the hours, days and weeks ahead. What contingencies do you have in place? Are you ready? Here are 10 questions to consider when dealing with the coronavirus and its effect on your marketing initiatives.
The final push of the Holiday season is quickly approaching! Can you believe that Thanksgiving just under a week away?! By now, most of your Holiday catalogs are already at the printer and on their way to mailboxes, but that doesn’t mean you should be sitting back and waiting for the orders to roll in. For many retailers, this is the most significant time of year. Making sure that your channels are firing on all cylinders is essential in having a stellar season. In this article, I’ll provide my top 10 strategies that will help you cross the finish line this holiday season.
- Black Friday Arrives Early: If you are planning on only promoting on Black Friday, unfortunately, you will be behind the promotion window. Many retailers scheduled their Pre-Black Friday weeks ago! Instead of sitewide promotions, you can select categories with high margins and sufficient stock positions to create specific category sales.
- Consistency Across All Marketing Channels: If you’re mailing catalogs or direct mail during the Holiday season, make sure all your digital marketing efforts sync with print. Featured covers, an inside spread, back cover, and other merchandise efforts should feature prominently on the website and across digital retargeting efforts, especially during the in-home window of those mailed pieces.
- Promotions Are in Sync: Ensure that all of your promotions are the same or similar across marketing channels. There is nothing worse than simultaneously receiving one offer via email and receiving a different one through retargeting efforts.
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