Marketing in Uncertainty

Published in About on July 27, 2020

Throwing my 2020 marketing calendar out the window was not something I anticipated. We have all had to re-think or adjust our strategies. Many of our lives have been altered and knowing how to navigate marketing during a pandemic is no easy challenge, so many of us just want to talk about and do things that don’t remind us of COVID-19 while still being responsible in the face of uncertainty. I hear regular questions from our vendor partners that center around a common theme: What do VGM members want or need right now? What should we be doing?

  • Find new ways to talk to your target audience – think virtual calls, video conferencing, and brush up on your skills in this area. If you are used to face-to-face interaction, you may need to get more familiar with your company/s virtual platform in order to avoid technical difficulties that will distract from the purpose of your call. Brush up on your virtual presentation skills so you are prepared, have visual assets to make your case and keep the customers interest, and do your best to avoid distractions like pop-up notifications or other people.
  • Consider a cause-driven campaign emphasizing charitableness, community, or collaboration that isn’t directly tied to a sales pitch. Look for opportunities to partner with other vendors to create a discount or a combined offer. Your creativity and generosity could be just the solution customers need now. If that isn’t an option, offer free advice, best-practices, or education in order to stay connected and relevant with your audience. This type of goodwill now may afford you more sales in the future.

Krista McNurlen

Marketing Director, Key Accounts & Services


comments powered by Disqus

From Our Experts

Return of the Audits thumbnail Return of the Audits Very quietly in a document released in July, ironically entitled “Coronavirus Disease 2019 (COVID-19) Provider Burden Relief Frequently Asked Questions (FAQs),” CMS announced that audits will resume on Aug. 3, 2020, regardless of the state of the public health emergency (PHE). This news took quite a few by surprise, including me. Guest Letter From Creative Strategist Desiree Trimble thumbnail Guest Letter From Creative Strategist Desiree Trimble While we all continue to adapt to new ways of working, marketers need to continue finding new ways to connect with customers. Last month, we talked about how social videos offer a simple and cost-effective way to stay in front of your audiences. But that's just the beginning. Here are some ideas to help you reach existing customers and perhaps even attract some new ones during this unique time. Another Successful Heartland Is in the Books, All Thanks to YOU! thumbnail Another Successful Heartland Is in the Books, All Thanks to YOU! Everyone at VGM would like to thank the more than 400 members that had at least one staff member attend our virtual conference—Heartland At Home. This year was certainly a break from the norm, but we're excited to announce that the 2021 Heartland Conference has been scheduled for June 14–16 in our hometown of Waterloo, Iowa. We look forward to bringing everyone back together for next-level networking, unparalleled education, and one heck of a fireworks show! We hope to see you there! New VGM & Associates Website Unveiled thumbnail New VGM & Associates Website Unveiled VGM & Associates is excited to unveil our newly redesigned website, vgm.com. While you will undoubtedly notice the fresh look, there is more! Register for the OPGA Members-Only Portal! thumbnail Register for the OPGA Members-Only Portal! As a member, you have exclusive access to the OPGA members-only portal. With one single login, you get access to all resources and materials available to members. Telehealth in Complex Rehab: Part 3 thumbnail Telehealth in Complex Rehab: Part 3 In today's episode of Industry Matters President of U.S. Rehab, Greg Packer, and Vice President of Rehabilitation Program Development at HOMELINK, Kyle Walker, wrap up a 3-part podcast series on the importance telehealth has played, and will continue to play in the complex rehab industry. The Importance of Diversity, Equity, and Inclusion in Your Business thumbnail The Importance of Diversity, Equity, and Inclusion in Your Business If there's anything 2020 taught us as an industry, it's that adapting to a changing marketplace is no longer optional. Keeping up can mean the difference between growing your business and simply staying afloat. If you have not begun prioritizing diversity, equity, and inclusion (DEI) in your business, now is the time to start. Read more on what it means, why it matters and small steps business owners can take. Using Net Promoter Score to Measure Customer Satisfaction thumbnail Using Net Promoter Score to Measure Customer Satisfaction Your company can probably survive without a customer satisfaction metric, but should it? And if you did want to measure customer satisfaction, where would you start? Stephanie Hookham explains how VGM uses NPS as a tool to gauge customer satisfaction.