Main Directions for Marketing Development in Crisis Conditions

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Marketing functions become somewhat different during a crisis. In this regard, marketers identify six strategic directions:

Review and change your market scope .

It is better to leave segments where medical mail list the company has weak positions and look for more promising ones (with an emphasis on export).

Concentrate your efforts on the main thing .

You should narrow your range, as well as your audience, leaving only the most promising areas in your work:

continue to advance only in profitable markets, maintain their positions in them and try to displace competitors;

do not waste effort on unprofitable customers (or sell to them at a higher price), but retain profitable ones by all means: discounts, bonuses, additional services, etc.

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Make changes to the product range .

It is necessary not only to narrow the range (which, of course, will allow saving money), but also to replace expensive goods (they will be useful later) with more budget brands. Any manufacturer produces goods of different price categories to satisfy the demand of each buyer.

Review pricing policy .

Price marketing in a crisis does not simply mean a price drop. Flexibility is important here: you can increase the price tag and immediately announce, for example, some kind of promotion, discounts, preferential terms of purchases, etc. Think of how to raise the price and at the same time gently push a person to buy, and not scare them away.

Think about what can be changed in distribution and sales .

For example, you can pay dealers less (everyone is in crisis, not just you), and find other, cheaper ways of promotion and sales.

Rationalize expenses on advertising and sales promotion .

Carefully study the promotion channels you use, try to find others that are more cost-effective, but no less effective.

2 Key Approaches to Marketing in Crisis: USP and New Audiences
Find your unique offer
Often, in order to successfully position your own brand, it is important to focus your efforts on what you do best. And it is precisely in difficult times that you will become visible what your true value is. At the same time, it is not enough to understand how unique your offer is - it is important to be able to convey this value to the buyer.

How to achieve multiple growth in traffic and sales from your website?
Alexey Boyarkin
Dmitry Svistunov
Head of SEO and Development
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I have always been concerned about the issue of moving to a fundamentally new level. So that the indicators would grow not by 2 or 3 times, but by several orders of magnitude. From a thousand visits to ten thousand or from ten thousand to a hundred thousand, if we are talking about a website, for example.

And I know that such leaps are always the result of painstaking work in five areas:

Technical condition of the site.
SEO.
Collection of site semantics.
Creating useful content.
Working on conversion.
And at the same time, every manager needs an increase in sales and the number of applications from the site at the moment.

To get this growth, download our step-by-step template for increasing sales from the site:
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Successful marketing in a crisis is not fiction, now is the time to better study your target buyer and clearly define the value of what you offer them. Maybe it is a luxury that a person can afford and is happy with it? Or an opportunity to save money for another expense item? Knowing what is important to the consumer, you will be able to convey the value of your product or service to them more accurately and convincingly.

It is no secret that attracting new customers is more expensive than retaining old ones. This is confirmed by studies of customer lifetime value. Yes, the economic situation is negative, and here we should try to retain existing customers and their loyal attitude.

Dropping prices is not a solution, but a direct path to exhausting and ruinous price wars. Attract your audience with broad access to your product, tempting loyalty programs, unique new offers.

Showcase what you are most competent at. Put on the market offers that are very difficult to replace. Give people something unique, niche (this applies to both the industry and the product itself) - this is the recipe for successful marketing in a crisis.

In difficult times, it is precisely those companies that have succeeded in this that survive. Their clients do not even think of looking for something on the side. And to do this, it is necessary to thoroughly study the needs of their audience and create a unique and irreplaceable offer.