Will You be the Tortoise or the Hare?
By: Kim Hochstetler, Senior Integrated Marketing Strategist
As I talk to more and more clients and co-workers it becomes apparent that there are oftentimes questions on when to start back up on advertising if a break was taken at the start of the quarantine. Also, many who slowed or pulled back on advertising are now wondering when it’ll be time to go back to their original schedules. You are now faced with a choice; do you want to be the tortoise or the hare when it comes to ramping back up your business, and reminding people who you are, what you do and why they should choose you.
A few days ago, a video was shared with us featuring Marketing Guru, Roy Williams, the renowned Wizard of Ads. (For more information on Roy Williams, click here http://www.rhw.com/ ). The full video is about 48-minutes, and I’ve included all of it if you you’d like to watch from start to finish. This is a great watch if you can find the extra time to dedicate to your business’ growth and future success. The main segment I want to show you is at about the 6-minute mark. You’ll hear Roy’s insight into a Real Opening vs. a Test Opening.
Now this may challenge your conventional thinking, but there are take-aways that will make sense to you as well when you hear what Roy is saying. For example: right now, it seems everyone is using the same template in their communication. It can be hard to tell when one commercial ends and another begins. Show, don’t tell. Demonstrate, don’t announce. Start a good campaign now before share of voice becomes crowded. Remember to differentiate yourself and don’t blend in with others. Once life opens back up it’ll be a sprint, like the hare, but the tortoise who had a good head start and will cross the finish line first.
We know for a while life and habits will be different once things are opened back up, set your business up for success by communicating to consumers and clients how they are able to do business with you now and in the future.
Be safe, stay healthy and I hope to see or hear from you soon!
Thanks for reading!
Kim Hochstetler, Senior Account Executive II, MSP