In today’s times of uncertainty, it can be challenging to know how to strike the right tone. While consumer spending remains strong, there is still much uncertainty about the future. Some Americans are doing quite well. Others are still struggling. For marketers, this means crafting messaging that is both optimistic and sensitive. It can be a tricky balance. Here are five tips for getting it right.
1. Exude confidence.
During difficult times, people flock to leaders who exude confidence. Brands can inspire, motivate, and make people feel that everything will be okay. Reach out using the theme, “We’re here to help.”
2. Invest in social and environmental justice.
Consumers like to align with brands that “do good.” Promote your support for socially or environmentally conscious organizations and let people know about it. For example, a SheerID study found that, during the pandemic, 68% of respondents wanted brands to donate to programs that provided direct support for medical workers.
3. Offer a helping hand.
While the U.S. economy continues to grow, this is still a time of struggle for many. Offer deferred payments, ideas for lowering expenses, and so on. Even if your customers don’t need the help themselves, this kind of care for others builds brand equity that pays off in the long run.
4. Show off your expertise.
This is a great time to share meaningful expertise with your customers. Think “Top 5 Ways to Save on Lawn Care” or “3 Plumbing Fixes You Can Do Yourself.”
5. Make your customers’ lives easier.
When the world is uncertain, consumers want to feel that they at least have control over their own homes and families. Position your products in terms of how they can help your customers make lives safer and easier, even in small ways. “Let us help you save 10% on your home electric bill,” or, “We’re offering FREE delivery of pool chemicals all summer long so you can relax at home!”
Brands can play a positive role in helping their customers through uncertain times. Striking the right tone tells your customers that you are paying attention… and that you care.
If you aren’t already using an e-commerce portal to archive, order, and manage your print materials, you are leaving money on the table. How? Let’s look at five costs associated with manual print ordering and management and how you save money using an online storefront instead.
1. Administrative time. How long does it take one of your employees to place orders for 1,000 copies of your product brochures, 500 business cards for six employees, and 5,000 full-color direct mail pieces? It’s not just the time it takes to place each order. It’s what these employees are not getting done while they do.
2. Outdated inventory. How much inventory do you waste yearly because you order in large quantities to keep the cost down, then throw out because the materials go out of date? Through an online storefront, you order what you need, as you need it, in smaller quantities. If you are warehousing these materials, you will also save money on warehousing.
3. Errors. The branding elements are locked in when you approve and centralize your materials in an online storefront. No matter who places the order, at what time of day or night, your brand colors won’t get messed up. You won’t use the wrong image, last month’s offer, or an outdated logo. You save money on remakes, brand erosion, and embarrassment.
4. Design. Repeat jobs can be transferred to templates while still allowing you to customize, update, and segment them without sacrificing creativity. You can handle these jobs in-house without compromising your brand by using templates.
5. Faster turnaround. As the saying goes, “Time is money.” By starting with a brand-approved template, you can turn around projects in hours rather than weeks, even when you need to make changes. This allows you to respond more quickly to market changes (such as moves by competitors) and make your marketing more agile.
These are some of the top benefits of digital storefronts, but they are by no means the only ones. How much money could you save by setting up your own?