Helpful ideas from our business network to pivot, re-image, and make opportunities.
Pivoting Marketing Strategies
Market Shifts and Opportunities
SHIFT: Cancellation of large-scale events
---- Small- and mid-size event planning
---- Re-connecting events
especially those resulting from no travel
---- Family reunions
---- Friend reunions
---- Postponed weddings
---- Memorial services
---- Identify what categories of event-goers will be looking for something to do?
- Music fans
SHIFT: - Businesses have closed
---- Guiding people through re-opened businesses
---- More products through vending machines
---- Set up displays for online sales, in empty storefronts
---- Resume writing
---- Life coaching
---- Business startup assistance
---- Personal branding
---- Helping people sell personal possessions
---- Re-selling personal property
---- Appraisal of family heirlooms
SHIFT: People have been inactive, unable to try on clothes
--- Potential boom in clothing sales for those who've changed sizes
--- Consignment for people getting rid of clothes
Take your business Virtual
New virtual platforms businesses are using during Shelter-In.
Open Broadcaster Software is a free and open-source cross-platform streaming and recording program built with Qt and maintained by the OBS Project
OBS is Ellen's suggested platform for interactive calls - check out the Wonder Works site
From PlayWorks https://obsproject.com/
Lucia Gascue-Carol suggests using cardboard VR headset (can be used with android cellphones or iphones) for interactive home tours
Darien suggests hit-it-off beta testing, for party-like app, Vimeo, Adobe Spark, Splice is a mobile video editing app
Lucia Gascue-Carol suggests interior designers recommending reevio.com for video editing
1) subscriptions - great time to focus on home delivery
example: what if a toy store started a monthly board game subscription service? or a gift shop did a fancy soap of the month?
2) promote early holiday shopping - Christmas in April - do your shopping now while you have time!
offer layaway, so people don't have to store the item.
3) gifts! - people are thinking more about supporting others
gift-wrapped scones or tea or booze, with a card that says I miss seeing you
4) add-ons - order XXX, get a free roll of TP! home-baked cookies! whatever!
5) entertain the kids - how can your product be part of a game or learning experience?
6) get goofy in your store while no one's there - dance party of one, crazy outfit day, whatever - gives you fun,
shareable social media posts. (inspired by Amanda at Trends)
7) remind people you exist - send thank you cards, share an inspiring post each day, have a joke of the day, song of the day, whatever people will pay a minute's attention to...
8) collaborate with the business next door - curbside pickup partnerships make it convenient for the shopper two missions accomplished in one. Example: with Papaspiros dinner order, also pick up crackers, olives,
and cheese from Olive & Well for a Mediterranean snack the next day
9) create a sustainer package - a membership with special sales and discounts? a supporter's wall
recognizing those who spend more than $XX during this time?
example: a bar creates a "Regulars" wall, taking photos of patrons when they come by to pick up an
order, promises to keep it up for two months after re-opening. Or plans a supporters-only free night with
live music after they open. Or a women's shoe store creates a "Sole Sisters" program with footprints
on the wall naming any customer who spends more then $300 this month.
10) partner with someone who's still open - if you're closed and the grocery store is open, and their shelves have been cleared out - get some of your stock onto their shelves!
example: an art studio sells postcards and greeting cards of their work in the paper products aisle of an
independent grocery store
11) have a contest - best WFH use of the product, caption this photo, who should get this as a gift, ....?
example: an empty hotel stages a nightly interactive murder mystery series via Facebook Live, with the
owners as actors, and clues in different hotel rooms - their followers can ask questions and the first
to solve the mystery get a free stay
12) find new platforms on which to sell - FB Marketplace, OfferUp, LetGo, Craigslist, eBay, Instagram, Twitter - whatever you're not already using
13) add a charity component - help your customers help those in need; differentiate yourself; demonstrate your sensitivity to the moment. Example - for each pizza ordered the restaurant donates a can of tomato
sauce to Beyond Hunger; for each dog bed or crate ordered the pet shop donates a bag of dog food to the Animal Care League
14) add personalization - if your volume is down and you've got more time, put that time to work - customize your product, your delivery, or your marketing. Examples: anyone who buys a car this month gets monogrammed floor mats, or if you order a piece of jewelry worth $500 or more it gets delivered with a bouquet of flowers and a card, or if you buy new mattress it gets delivered accompanied by a singing telegram
-Designed to bring customers to web site. Post web site as banner at back of window display. More merchandise in window - show in real life what customers can only see virtually on web site. Add more lighting, flags, balloons, whatever to draw the eye. 24-hour sales - light it at night; it doesn't matter that store hours aren't at night!
-Location is irrelevant. who are your industry neighbors, not your physical neighbors? - create online connections with them. Examples: Papaspiros or Kalamata Kitchen, and Olive & Well - common customers like Mediterranean food
-Window displays - generally designed to bring customers into store
-Store location - designed to attract customers in a particular geographic area, in conjunction with surrounding stores.
-Social media: Get creative, think shareable - and incentivize sharing
-Create a GoFundMe to fund giving product/service to frontline people - offer a discount, but acknowledge people are helping a small business as well as recipients.
don't forget Kickstarter - got any innovations you want to implement? allows creative incentives, also can be a means for direct sale.
-Text marketing - hire a firm or DYI
-Flyers - think cardtstock that can be tucked into doors or behind mailboxes, so no need to touch 500 doors
-Bumper stickers - don't have to stick them on your bumper permanently!
-Consignment at cost to nonprofits for charity auctions
-Barter - what do you have, what do you need?
-How do you get a presence at grocery stores? hardware stores? whatever else is left open?
-Give away logo face masks!
-What can one do with empty streets? What if Selleria Veneta did a nighttime fashion show parade on Lake Street, projecting their logo onto the street from above, for the residents of the high-rises above?
-What if instead of selling a product, you re-imagine yourself as selling a service? confidence building, fitness, art appreciation? could Selleria share tips from a model coach on how to walk with confidence, could Lively share gait analysis or nutrition, could GPTetrev share insight from a museum pottery curator?
-How can you access currently unused space - in empty storefronts, in stores temporarily closed? set up window displays, or just posters? rotating them could bring attention to empty storefronts!