Marketing agencies help bring businesses' products, messages to public during coronavirus pandemic
Andrew Wigdor
In the world of business, experts say that getting a clear message out to clients and customers is critical.
But getting that message out looks very different during the coronavirus pandemic, when thousands are isolated in their homes and staying away from public outings.
On top of that, thousands of businesses are undergoing some of the toughest times in their existence, with the pandemic forcing some to close their doors and leading to massive dips in revenue.
Despite these hardships, businesses are working with local marketing agencies to adapt their messaging strategies to the new realty of self-isolation and social distancing.
And according to Teri Hansen, the owner of Fort Myers-based Priority Marketing, it's important for businesses to not have a "knee-jerk" reaction to the pandemic and to keep putting money into marketing.
"To stop or to disappear, especially in a time like this, is a mistake," she said. "If businesses take their foot off the gas and stop, trust me, their competitors will have their foot on the gas."
In fact, she said that the pandemic represents a unique opportunity for companies, as so many people are stuck inside and glued to their devices.
More:SWFL unemployment jumps up in March. Experts say it's just the beginning
And:SWFL's economy taking a big blow, according to economic impact survey
Companies lean on more digital marketing, adapt operations to social distancing
Priority Marketing and other public relations and marketing firms are assisting companies with heavier digital marketing and building awareness for new digital-based business models.
"It's not as much that they haven't used (digital advertising) in the past," Hansen said. "It's that they've actually shifted dollars more to digital because there's more eyeballs online and on social media."
Some of Priority's clients that have never been on TV have now moved to advertising on that platform for the first time.
"That's proving very effective," she said. "(People are) home, and what do they have to do? They're watching TV, and they're on their phones ... People are not only online but they're spending money and they're buying."
Ultimately, Hansen said it's all about "customizing" different businesses' marketing strategies based on how they are adapting their operations during the pandemic.
Fort Myers-based Norman Love Confections is one of Priority's clients and has started doing curbside pickup orders for the first time ever so that customers can stay in their car. The business is also offering local delivery for the first time in 10 years.
Norman Love, the owner of Norman Love Confections, said the delivery service was very popular during the recent Easter holiday with people "who didn't want to leave their home at all."
"(Norman Love's) communication now is, 'Hey, you're stuck at home? We can deliver it to you,'" Hansen said. "And people are responding to that.'"
Love said that Priority has been "instrumental" in promoting the new options through social media and online advertising, and he said that the company is now considering the possibility of creating new TV commercials focused on the delivery and pickup options.
"We're working hard to try to be creative, to try to generate revenues of some level in a very difficult time," Love said.
Another of Priority's clients is law firm Goldstein, Buckley, Cechman, Rice & Purtz, which has started doing virtual consultations, depositions and mediations with Zoom and other online platforms.
"We have people who are hurt really badly and they need the money and they need the case results, so we can't just let the case sit there," said Chris Smith, a managing partner with the firm.
With Priority's help, the firm launched the Nothing Stops Justice marketing campaign to let clients know that they are still taking on new cases and communicating. Priority has helped get the firm's message onto digital billboards, social media and TV.
Businesses, agencies adjust to smaller marketing budgets
Connie Ramos-Williams, the president and CEO of Fort Myers-based CONRIC PR and Marketing, said that her agency opened for business around the start of the Great Recession and is now looking at "reverting back to what we first did when we first opened our doors in looking at everybody like they're a startup."
This means providing tools and advice for businesses that will help them "on a very low to no budget," Ramos-Williams said.
CONRIC is offering clients free consultations in which the agency listens to clients' needs and then sets up a "game plan" for them.
The agency has also created the "business booster" package. The business booster is a $500 package that offers businesses a digital marketing campaign with graphic design, key messaging and boosting, something Ramos-Williams said would normally cost about $1,500.
Did you know?:Coronavirus isn't all bad for businesses in Southwest Florida
Peggy Wilson, the president and CEO of Naples advertising agency Wilson Creative Group, said that she has been working with businesses to adjust their marketing budgets so that their campaigns can be "effective and not just noise out in the marketplace."
Therefore, many clients' marketing budgets have been cut so that the funds are not wasted and so that money can be saved for when businesses know that their "message can be heard at a better time."
And marketing, advertising and PR agencies are feeling the economic pressure as well.
While CONRIC hasn't lost any clients, Ramos-Williams has had several put their accounts on hold.
"Marketing has always been the first thing that gets cut when there's a downturn in the economy," she said.
The agency has eliminated one position due to the pandemic and some employees are now working 32 hours per week rather than 40.
"It means that we are working harder than we've ever worked," she said. "But it's worth it."
Wilson said her business has fallen off around 40% in the pandemic.
"We're delighted it's not more than that," she said.
Businesses look for ways to show they care during crisis
Clay Cone, the president of Naples public relations firm Cone Communications, said that another factor businesses must remember in their pandemic marketing strategies is showing that they care.
He said that the crisis is an opportunity for these companies to share "their culture" with the community.
"They can talk about community roots and how they're reacting during the crisis," he said. "Instead of advertising about their latest product lines, how are they communicating about things they are doing to help their customers?"
He said that, for example, some of his clients are delivering meals to seniors at home, creating relief funds for employees and contributing to scholarship funds for students.
"We know our audiences are looking for ways to appreciate a company," Wilson added. "It's no longer effective to just do your job as a company ... It's to make connections. If there's any silver lining in all of this, it's when a company can make connections to their audience ... with messages of care and concern."
Reach Andrew Wigdor at awigdor@gannett.com and on Twitter @andrew_wigdor
More of our COVID-19 coverage: