Companies need agency-partners now, more than ever before. Typically, even industry dynamos have small internal marketing departments, some with people wearing multiple hats, and it can seem very overwhelming to evaluate how to proceed forward. Further complicating the climate is what worked pre-pandemic is not going to resonate and even post-COVID-19, there will be a new norm.
Salespeople, business owners and marketers do not have to go it alone; agencies already experienced with crisis communications, for example, can serve as marketers’ right-hand advisors, e.g., an extension of their internal team. Marketers can successfully navigate uncharted waters to keep brand sales moving in a positive trajectory by leaning on experts for help.
Agencies provide discipline-specific expertise, so a marketer’s brand doesn’t become a case study in what NOT to do. Tapping agency experts for strategic guidance, messaging development, creative directions and audience sentiment analysis can provide the foundation that marketers need to build communications programming that resonate with and retain interest from target audiences in a time of global catastrophe.
Now more than ever supporting your brand with marketing tactics is important. Historically brands that have cut marketing spending in times of crisis saw significant sales decreases in comparison to brands who kept the “creative lights on,” and subsequently saw exceptionally positive sales increases. A few things to consider is evaluating your marketing style. Distinction, appropriate design and creativity never go out of style. Agencies can help make this happen.