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This spring's marketing strategy: 5 "pi," 4 "yes," and 3 "no"!

This spring’s marketing strategy: 5 “pi,” 4 “yes,” and 3 “no”!

It’s tempting to panic and wavers when things change so quickly. Still, the target audience vanishes like a fog-shrouded beach, and her money vanishes even faster! It’s a difficult puzzle to solve: you don’t want to make any drastic decisions, but you also don’t want to stand still as the world around you (and within you) changes every morning.

As a result, company marketing moves can resemble the steps of a drunken sailor who has fallen out of a bar. This is not a good situation.

5 “pi” in an era of change

How can I transfer my Telegram audience? What is the best way to switch from one sales channel to the next? How can point-of-sale systems be made more efficient? How can you maintain a devoted following? Like a cornucopia of questions, they’re pouring in. The haste with which we seek answers just adds to the confusion. This isn’t a viable strategy. Only your expectations are carried across to new platforms by you. The business world has been forgotten.

It’s time to ask yourself the following timeless and so pertinent questions: “What are we doing?” “What am I doing?” “What is business in a changing world?”

To answer these questions, keep in mind the five “pi” of classical marketing:

  1. People
  2. product
  3. place
  4. price
  5. promotion

Or, in our language:

People, Product, Points of sale, Price, Promotion.

1. People

Layoffs are an unavoidable part of the job market. Unfortunately, the most capable and loyal employees are frequently removed unintentionally, leaving the obedient and socially close employees to fill the void. So, what’s the best way to go about it?

When it comes to soft skills, management abilities are becoming increasingly crucial. It’s time to fire an employee who just does what’s mentioned in his job description.

In business, it’s like a stormy sea: each team member’s actions are critical in maintaining balance and avoiding tipping over. As a result, it is preferable if a colleague can take on new responsibilities and initiative.

The importance of focusing on the work’s outcomes is crucial., and not just on the processes.

Companies require practical people who, in many cases, have experienced multiple market crises and are familiar with the concepts of developing plans at this time. At the same time, only a few people are capable of putting such a plan into action. That is why we require managers who can provide tactical answers and execute them with their own hands – multifunctional specialists who think in systems.

Above all, they are dependable and compassionate. It’s important to recall here what factors create loyalty and what opportunities there are to boost team trust.

2. Product

Everything is for sale. We don’t always know what we’re selling, though. Our vision of reality is occasionally distorted by the success of our product. In a crisis, it’s important going back to the beginning and ask yourself, “What type of product do we have?” What exactly are we promoting? What kind of experiences do you have? What are the advantages in terms of functionality? What feelings do you have? How deeply is our product ingrained in society’s cultural processes?

3. Points of sale

Changing promotion channels, changing customer behavior, and the capacity to sell to our target market needs a fresh look at the point of sale. To improve them, you’ll need to take a fresh look at your product and decide on a new price, as well as re-configured promotion tools.

4. Price

Inflation, an increase in the exchange rate, and a drop in the audience’s purchasing power are all examples of market signals that appear like demands. Keep an eye out and don’t just react. It’s easiest to start behaving normally. “Like everyone else” isn’t a viable option. Conformism does not help in these instances; instead, “err” and does things differently than the majority.

5. Promotion

It was time for operational questions when we rebuilt our product, gathered as a team, sorted out the price and points of sale, and took a sober look at rivals and what was going on around us.

  • How can you switch from one sales channel to another?
    How can you make your points of sale more efficient?
    How do you keep the target audience interested?
    How can you make your employees more loyal?
    What is the best way to alter pricing?
    How do you transition your company to new platforms?

It’s useful to consider the fragility and imperfection of new tools in this context. Their originality and strength are concealed in their flaws. You will only be able to properly leverage the best qualities of new channels and resources if you recognize and appreciate this side of the coin.

4 Yes: Winning Strategies

1. Yes! Make use of empathic marketing techniques.

Although empathy should always be a part of your messages, it is now more prominent. Empathy will help you keep your audience and prevent them from abandoning you.

You and your staff are likely to go through the same things as clients during a crisis. You understand how they feel. Consider what types of material you’d like to see from the brands you follow. What kind of terminology would you use in this situation? What kinds of deals would you want to see from the company you support?

2. Yes! Inform people about yourself and your business.

It’s critical to keep customers up to date on any changes to your company. Make sure your customers are aware of any changes to your business hours, delivery times, product offerings, or the purchasing process.

It’s also a good idea to let your customers know what your company is doing to aid them, especially those who are directly affected by the situation.

3. Yes! Make a particular suggestion.

Obviously, the audience understands your purpose, which is to make a profit, regardless of the deal you make. It is, nevertheless, normal. All you need is for the customer to see your offer as a useful and profitable offer rather than a marketing trick. It is a success if you can achieve this perception.

4. Yes! Let’s do something beneficial.

The regular promotion of products/services is the most important feature of traditional marketing to avoid during a crisis. During times of crisis, effective marketers follow a basic rule of thumb: 20% promotional content, 80% useful or relevant content.t.

3 “No”: because it will lead to failure.”

1. No! Don’t imitate what others have done.

Feel free to follow successful strategies, but remember to tailor your approach to your brand and target audience. You’ve been researching it for years, getting to know the individuals who use your product. Make use of this information and don’t be hesitant to contact your customers to discover more about them right away..

It’s likely that your audience will perceive you as being insincere if you simply replicate what others are doing.

Similarly, avoid using the cliched language that many businesses utilize in times of crisis. “In times like these,” “we are all together,” and other such statements are unclear. Be more direct and explain how your company is currently assisting others.

2. No! Don’t turn a blind eye to the situation.

It is not a choice to remain completely silent, nor is it an option to continue doing business as normal. This will most likely be seen by your customers, and it will leave them with a negative impression of you for years to come.

Crisis marketing experience says that 73% of Consumers will remember how companies act during a crisis, and this will influence whether or not they do business with them again.

3. No! Don’t look for the “perfect” solution

During a crisis, it does not exist. It’s fine if you make a mistake with your strategy and messaging. It’s almost unavoidable. The sooner you recognise this, the sooner you can continue to engage with your audience in a positive and productive manner, recognising and fixing mistakes as well as learning new marketing abilities.

Despite all of the blunders and difficulties, the purpose of marketing during a crisis is to create and keep excellent relationships with clients.


Inspiring life story

I went on a walk with Masha the other day. She was afflicted with a life-threatening condition that need extensive treatment and rehabilitation. She had a brain tumor removed in 2017, and then she lost her ability to speak and walk for a time. Masha learned to live again in 2018-2019, learning to sense the world, react emotionally, write, speak, and walk. And I’ve discovered! She enrolled in the Russian State Pedagogical University’s Faculty of Biology in 2020, and in 2021, she wrote and released a book about disease and recovery. “Second Life” is the title of the book, which comprises recordings of events, feelings, thoughts, and people from Masha’s “hospital” period.

“Prior to my illness, I virtually didn’t realize the happy and pleasant occasions in my life. And once I was diagnosed with cancer, my perspective shifted, and I began to see the light. The experience of disease sharpens perception, and you experience joy more frequently as a result. Every day brings me joy – little toddlers, fat sparrows, new leaves on spring trees, clouds moving across the sky… “

“I have no idea what will happen tomorrow, so I can only plan for the next day.”

“At first, I was embarrassed to attend classes at the “Yes” studio (which stands for “Children’s Animation”) because it is geared at kids. The psychologist, on the other hand, led me there by the hand. “Sketch a flying saucer, draw a penguin,” they say here. It may appear childlike, but I adore it! We were even asked to speak our drawings, which were voiced, spoken, and videotaped with a professional camera by someone.

These classes provide me with a valuable resource. There, I communicate with teenagers aged 14 to 16. “Just don’t let’s run, since I can’t run,” I tell one girl on the first walk. When I’m fatigued, I walk like a drunken sailor who just got out of the bar. “What, Masha, aren’t you tired?” she now says to me on every walk. “You’re not a sailor who’s been drinking!”

We’ll all stop walking like drunken sailors one day. Meanwhile, we celebrate each strong step forward.

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