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3 Tips for Marketing in a COVID World

Posted By By Annette C. Buras, Chair of the ACLEA Marketing SIG, Friday, June 5, 2020

Quarantines have lifted and people are emerging from their temporary isolation from the world. This “honeymoon” phase may continue for a while and unless there is a huge uptick from COVID-19 cases, normalcy will increase with each day. Instead of “watching” life thru TV and social media, our members and customers are now slowly returning to their life … and work at the office. Although compliance periods have been extended, CLE requirements have not been eliminated so the need for educational programming still exists. Your marketing plan is more important than ever.

  1. Strengthening existing relationships and building trust with new customers is key! Your message should demonstrate that you care about and understand their challenges by creating offers, discounts, and program bundles that are especially geared for them and have value.
  2. Message and message often. Forget sending COVID messages as everyone is gloom and doom fatigued. Be uplifting, optimistic, and encouraging. The tone should be empathetic and most importantly sincere. Let your customers know that you care about them and that you are there for them when they’re ready. You, your organization, and your programs are available to serve their needs.
  3. Develop a marketing plan that slowly introduces your programming, but it should not be the main theme of your communication. Compassion and unity in a crisis are the threads to follow. The fear is still out there, so including language about all the steps you are taking to keep them as safe as possible sends a reassuring message.

The trust you built yesterday and the confidence you reinforce today will result in customer loyalty and patronage.

Tags:  covid-19  marketing 

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