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Re-Imaging IDEAS
Helpful ideas from our business network to pivot, re-image, and make opportunities.
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Pivoting Marketing Strategies
April-June 2020
Market Shifts and Opportunities
SHIFT: Cancellation of large-scale events
OPPORTUNITIES:
---- Small- and mid-size event planning
---- Re-connecting events
especially those resulting from no travel
---- Family reunions
---- Friend reunions
---- Postponed weddings
---- Memorial services
---- Staycations
---- Identify what categories of event-goers will be looking for something to do?
- Athletes
- Music fans
- LGBTQ
SHIFT: - Businesses have closed
OPPORTUNITIES:
---- Guiding people through re-opened businesses
---- More products through vending machines
---- Set up displays for online sales, in empty storefronts
SHIFT: Unemployment
OPPORTUNITIES:
---- 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
OPPORTUNITIES:
--- Potential boom in clothing sales for those who've changed sizes
--- Consignment for people getting rid of clothes
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April-June 2020
Take your business Virtual
New virtual platforms businesses are using during Shelter-In.
https://www.facebook.com/wonderworkschildrensmuseum/?ref=bookmarks
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
DJWess suggests bombbomb.com, https://bombbomb.com/blog/learn-video-email-bombbomb-academy/
Lucia Gascue-Carol suggests interior designers recommending reevio.com for video editing
Mark's suggestions:
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
