Searching for New Ways to Reach Your Customers?

by Elena Messina, on June 30, 2020

There is no question that face to face engagement is one of, if not the best way to generate traction and create relationships with potential business. It allows you to network with peers and secure essential industry information that helps drive decision making and ultimately supply chain efficiencies. Unfortunately, we are facing an unprecedented time where in-person tradeshows, conferences, and meetings have been cancelled or postponed.

According to a webinar from Econsultancy, 87% of brands are delaying or cancelling events. If you are like most of us, you are doing your best to navigate and adjust to the new normal, all while maintaining relationships and continuing to provide customers and prospects with relevant information. Original plans are no longer relevant or effective and this can seem overwhelming. So, what can we do? We want to share some ideas that might will be helpful as you work through this new “normal.”

How can you adapt your plans and be more flexible?

Our plans have been intermediately disrupted, and we are facing the challenge of adjusting as quickly and efficiently as possible. Here are a few steps to get you started:

  • Triage which marketing programs are urgent and which can wait. This will allow you to move quickly to address the current crisis and its effect on your operations.
  • Meet with your team frequently to review goals and scheduled activities. It’s important to be agile and ready to adapt to changing plans as the industry continues to look to adapt to this new landscape.
  • Prioritize cost initiatives. Gartner recently released a Cost Optimization Decision Framework for Marketing, which can help you map your cost optimization ideas and initiatives, visualize trade-offs, and build buy-in.

How can you reach your customers without in-person interactions?

Like many organizations, you will likely have to restructure your plans in an effort to keep customers engaged and updated on current activities and offerings. An effective way to reach important customers and prospects is through the use of webinars. They cannot replace in-person events, but they are effective in presenting one-off educational presentations, product updates and demonstrations and thought leadership content. Webinars also offer some ability to engage through polls and provide a great platform for Q&As. Check out how Loftware has been able to inform and educate our customers through our recent webinar COVID-19, Labeling, and Supply Chain Continuity.

Lastly, virtual events are also a great way to reach customers and engage. Many industry events have shifted to virtual events and are offering some effective sponsorship and exhibitor opportunities.  Benefits of participating in virtual events include a wider audience and flexibility for attendees, while being budget friendly with zero travel costs. 

Every company is working to tailor a plan to reach customers during this challenging time. However, there are many resources to help us navigate. The following are a few you can check out:

This is an incredibly stressful time, not only for our industry but in our world. It’s important to know that you are not alone. We will navigate  these challenging times together and come out stronger and more prepared than ever before.